Setting Yourself or Business Apart

DR Rawson • Oct 24, 2021

. . . or you can be an "also."

Over the years, people asked, “What made you or your business different?”

When someone asks that kind of question, they are eager to learn. They have an open mind. At least, that’s been my experience. A question like that tells me that they are now ready to learn. 

There has been a lot written on the subject of “Managing Expectations.” Experience has taught me:

"You must set your business or relationships apart from others."

Consider this: You walk in to a Doctor’s office and sign in. Is there a chance to manage expectations on the part of the front office staff? Yes, there is. What if you signed in and someone turned the sign-in sheet around and said, “Welcome Mr. Rawson. I see you have a 12:20 pm appointment with your Doctor today. Dr. Hudson wants you to know; that he’s running approximately 20 minutes late. He has a very full schedule of appointments today. He said," "He’s working hard to make up sometime. But, he doesn't want to sacrifice his ability to provide his patients with the best care he can give. He’s asked for your understanding. Thank you.”

What happened? Excellent public relations. Great marketing. Expectations managed at the source. While the assistant is taking you to the examine room, he also says, “Welcome. Let’s get some information so that the Doctor can help you.” They weigh you, take your vitals and compare notes on your prescriptions.

When the Doctor arrives in the room, she also welcomes the patient and then says, “How can I be helpful?” There has now been three separate patient encounters. Each has represented the Doctor and staff as helpful.

There was a client of mine that refused to pay his receptionist more than $2.50 over the prevailing minimum wage. His theory was that the person only had a high school education and was there to check in patients . . . only.

What he failed to see was that the receptionist, for good or bad was the face, voice and attitude of his practice. We had before completed a study to determine the value of new patients. The amount was staggering. We said to the Doctor, if one new patient elects not to use you. If she felt abandoned in the lobby, how would that impact your practice? In this case, the Doctor was seeing one to two new patients every other day or so. On average three to four per week. The lost revenue from one patient was a large. Especially, when compared to what the receptionist earned every month.

The Doctor finally agreed and on our recommendation. He used us to he hire an older and more experienced person as the receptionist. Her charisma and charm made patients willing to wait. Some waited one or two hours past their appointment time. I was actually in the lobby on a day when a new patient stood up and said, “I’m tired of waiting for this %$mm Doctor. The receptionist was completely at ease. She said, “Mr. ______, you’re a new patient, you don’t yet understand the quality of care that the Doctor provides. 

She delivered the message with poise and style. Please sit down and be patient. Thank you. Other patients in the lobby had smiles on their faces. They knew . . . 
There are very few issues that come up in business that couldn’t have been resolved with communication. We all want to know . . . It’s having our expectations managed that actually empowers both the speaker and the listener.

A few rules to separate us from the pack

Manage expectations
Use every opportunity to promote yourself by managing expectations
Capitalize on the fact that “others” don’t manage expectations
Listen more, speak less

Be consistent in what you do
Be congruent in all that you do
Be “helpful” and reap the benefits of your actions
Be sincere because your committed to the principles of being helpful

“How Can I Be Helpful?”

Don’t fall into the me too trap

How many times have you said, “Oh, that’s the same as . . . “ Don’t be an also, be a recognizably unique. . . something. 

Why do you or your business do what you do in the way you do it? Is it because everyone else does, you don’t know any different, you don’t know any better? Or is it because you didn’t think it was important? How about now?

The J.C. Penny story

One of the many J. C. Penny biographers retold the story of J.C. Penny’s decision to expand by opening a second store. His goal: Find a manager of the store would uphold the principles and values that Mr. Penny held as inviolate. His customers trusted him.

After a lengthy selection process, Mr. Penny narrowed it down to two candidates. Mr. Penny’s wife that suggested he share a meal with anyone he intended to place in a Senior Management position. He agreed.

The first meal with the first candidate went very well. Mr. Penny liked what he saw and especially his discussion on principals and values. It was the second and last interview that concerned Mr. Penny.

The candidate and Mr. Penny sat down and ordered their meal. They were in the middle of what Mr. Penny thought was a good discussion when the meal arrived. Each of them began preparing their food to their liking. 

Immediately, the candidate picked up the salt and pepper shaker and began to add both to the food on his plate. Mr. Penny watched the process. When he had finished, he began to eat. Mr. Penny asked why he put salt and pepper on his meal before he had taken even one bite. He replied, “I’ve found that the small changes made to the food by adding salt and pepper make it more to my liking.”

Mr. Penny pushed back from the table. The candidate said, “Is something wrong?” "Yes, there is. You've added something to your food before you knew its taste. This means you change things because you want to, not because they need to change.

 I’ve worked very hard to get our systems and processes in place. I’ll not have someone begin changing them before they understand the circumstances that may require change.”
By DR Rawson 20 Nov, 2022
You can address your comment to one or millions since 1964.
01 Jul, 2022
Admiration, that’s how it began for me. My parents died at age 42 and 44 respectively. At 19 years of age, I would begin my family with a wife of two years, a 15-year-old brother, and a 13-year-old sister. The only person older than me was my Grandfather. He called me to say that I was not alone. He told me to rely on prayer. He also said, anytime I didn’t know what to do (next), give him a call. I did. Over the ensuing years, there were many calls. There were more in the beginning and less as my family, including my siblings, grew to eight (for a time). My Grandfather said, “When you call, I will give you the principle upon which to make a decision. Make no mistake, the decision will be yours and yours alone.” When he was 87 he called me from Lake Isabella where he was living. I was living in Bakersfield, CA, and was reasonably close to him. I was forty minutes away. He said, “DR, I need you to pick me up today and take me to the hospital.” I asked why, knowing he would tell me in his own time. When I arrived, he was packed and quickened his pace to get in my car. He was not a man of many words. However, on the way to the hospital, he became “chatty Kathy.” He had so much that he wanted to say to me. He could hardly speak fast enough. Included were instructions, words of wisdom and so much more. Just before we pulled into the hospital's parking lot, he stopped talking and waited for me to park. Once parked, he said, “Will you become a Mason?” I said, “You know I’m running a business that covers three states. I hardly see my wife and kids now. Why would I take on more?” Here’s what changed my life. He said, “You know all of those principles and values we’ve discussed over the years? I said, “Of course. They have made me a better man.” He said, “How would you feel about becoming a Mason if you understood that the principles and values I’ve shared, have all come from Masonry and or the Bible?” I said, “There’s no doubt, I will be a Mason.” Then he went on to tell me that he had been a Mason since he was 21 years old. How And Why I Became A Mason My wife and I met and spent the next two weeks asking deep questions. You know the ones. The hard questions you think to ask just before you get divorced. Neither of us wanted to fail, again. Our marriage has lasted almost twenty-eight years. It’s because when we committed to each other, we knew what we were getting and what we each wanted. One of those deep questions from me to her was, “My Grandfather asked and then committed me to become a Mason. I don’t know how, but, is that a problem for you?” She said, “No problem here.” I thought great, now I just have to find out how. We’d been married about a year when I told my bride, “I’ve been thinking a lot about my Grandfather and becoming a Mason. Are you still O.K. with that? The next thing she said caught me off guard. Her words were, “Why don’t you call my Dad? He’s been a Mason since 1954. He joined the original Hollywood Lodge. To my surprise, my Father-in-law, Preston M. Jones, PP, 33, PM was well known in California Masonry. He had been an Inspector for the Grand Lodge for over twenty years. He was the El Bekal Potentate in 1981, Master of the International City Lodge in 1982, President of the Scottish Rite Charity in Long Beach, CA, and Master of the Robing Room for more than twenty-five years. It didn’t take long. I asked him to be one (a Mason). Then the process began. I learned so much more than my Grandfather had led me to understand. It wasn’t long before my Father-in-law (Dad) and I were always present at Masonic activities and with our wives. July, in California, is dedicated to letting others know you’re a Mason and why. I hope this story was helpful. See you on the square.
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Did you invite others?
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