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What makes you stand out? What makes you memorable? What is the one, two or three things that result in 80 per cent of your results and success?
Go on, think about it. The answers to these questions are really important. These are the things that set you apart from the competition.
They’re the extra 10 per cent that make you memorable, remarkable, relatable and renowned.
More often than not, each of those factors relates to effort and consistency.
Let’s talk pots and pans
On the north-west coast of Crete is the city of Chania and a kitchenware shop I’ve come to know well over the years.
Maria and I regularly pass it on our morning walk to get a coffee, and each day the same phenomenon occurs.
In the morning, the shop owner transfers piles and piles of shiny new pots, pans and kitchenware from the crowded interior of his store, meticulously laying them out for display beside the footpath.
Come closing time, he painstakingly retrieves them, only to repeat the process over again the next day.
This shop has been there since 1987, and each day it’s been the same. In total, he’s been repeating that process every day without fail for 37 years.
It begs the question, why would you go to such great lengths? Why not just display the pots and pans inside the store, and leave them where they are?
After almost four decades in business, surely people know this is the place for their kitchen wares, so why consistently go to such effort each and every day?
Why? Because often the thing that makes you stand out from the crowd and ensures you’re memorable is that very effort and consistency.
The effort the kitchenware shop owner goes to generates business. The consistency of that daily habit creates results.
This one strategy has become the business’s trademark.
It took effort and consistency to get there, and it requires effort and consistency to maintain it.
Most would take a shortcut and not make the effort. Instead, they’d make room inside the store, arrange the pots and pans in a permanent display, and simply open the doors.
But it just wouldn’t have the same impact.
It’s the final 10 per cent
In our industry, we have ample opportunity to go above and beyond, consistently applying a little extra effort to ensure we are memorable and stand out from the crowd.
One prime opportunity is open for inspections. There’s a vast difference between those agents who go all out for their opens, and those who don’t.
When I say all out, I’m talking world-class experiences complete with brochures, water bottles, music, scent, flags, pointer boards, privacy statements, hosts, and much, much more.
That’s just one example of where we can showcase a real point of difference.
Every agent has a choice. We all have a choice, and there are opportunities to consistently put in a little extra effort everywhere you look.
To stand out doesn’t take much. It just requires a little more effort and consistency.
That small commitment to doing a little more than your peers on a regular basis compounds to create a massive differentiator over time.
Manos Findikakis is the CEO of Agents’Agency.
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