Tony Robbins is considered a master of human behaviour – synthesising research on what drives us, and how we can use our innate and deep seated motivators to achieve more in life – and making this knowledge available to the masses.
If you’ve ever seen Tony Robbins on stage, perhaps you’ve heard him speaking about reward for effort.
The larger-than-life figure, with his toothy smile and booming voice, asks the audience:
“If you do a POOR job, what type of rewards do you get?”
Invariably, the crowd shouts their answer. “POOR rewards!”
“NO!” the giant man flashes with a grin. “You get NO rewards.”
As the presentation unfolds, Robbins explains:
A poor job – will get no rewards;
A good job – will get a poor rewards;
A great job – will get a good rewards;
But an outstanding job… will get ALL the rewards. And it only takes a little more effort to do an outstanding job.
Nowhere is this more true than in sales and marketing.
Whether you love it or hate it, business is a winner-takes-all war. And the battleground where this war is fought is in sales and marketing.
Although we like to hear stories of companies with monopolistic market positions being toppled by “disruptive new players” – the truth is that when a competitor establishes a dominant position in their market, it can be decades before they’re unseated.
As the dominant player in a market or niche, you:
- Gain efficiencies (economies of scale) in the way you promote and deliver your core products or services;
- Gain greater visibility with new customers, from word-of-mouth referrals and brand recognition;
- Retain a greater level of brand recognition in the minds of repeat customers;
- Acquire leads and sales prospects more cheaply;
- Turn them into customers more effectively;
- Earn greater profits (assuming you run your business efficiently);
- And enjoy greater security in your market;
If Tony Robbins is to be believed, the key to holding dominant position in your market or niche is to be outstanding.
Literally, to “stand out” to customers in ways that your competitors cannot, and do not.
To serve your customers in deeper ways – or to speak to their inner needs at a deeper level.