Have you ever had that moment in your life when you discovered something so simple yet so powerful that you wish you had known years ago?
You know, that one simple idea, tip or technique that would have changed everything for you?
This is exactly how I felt that first time I heard this story below. And for this exact reason, I wanted to share it with you right now…
So put that coffee down and read on 🙂
A few years ago, a well-known chocolate company acquired a new CEO.
The new CEO wanted to keep costs low and sales high. So, one of the first things he did was remove a few of the 107 ingredients from the their top selling chocolate and see if anyone would notice a difference in taste.
Well, they went ahead and removed a handful of ingredients. Next, a control group was asked to taste the chocolate. And everyone said the chocolate tasted exactly the same!
The CEO was very happy. After all, he had just reduced the production cost by 5% and the product tasted exactly the same.
Then, a few months later, the CEO decided to push his luck and remove another handful of ingredients.
Once again, the control group tasted the chocolate, and they didn’t taste a difference.
And just like that, in his first year at the helm of the company, he reduced the ingredient list from 107 items to 73 items and consumers hadn’t noticed a difference in taste. Production cost was reduced by nearly 32%, and sales remained high.
Then, for no apparent reason, after his 14th month as the head of the company, sales started to drop. Week after week the sales dropped while the rest of the chocolate industry was doing just fine.
The CEO and his team couldn’t understand. So, they had become anxious about the company’s performance and viability.
Then, one evening, while staying late to try and save his company, the CEO got hungry. It just so happens that, in the corner of his office was a box of the ‘old’ chocolates from over a year ago. The old batch with ALL 107 ingredients.
He reached for a chocolate bar and ate it.
He could not believe the difference in taste compared to the ‘new’ chocolate bars!
How had no one noticed such a difference?
Well, each blind consumer test had been done in comparison to the previous batch, but they never thought of comparing it to the original batch. After the CEO made this realization, he immediately changed to the previous ingredient list and the sales picked up immediately again.
The moral of the story?
Always improve the quality of your service (even if you or your customers don’t notice the difference). Because, over time and with compounding effect, this 1% improvement in performance will have a huge impact on your business.
And so, what does this have to do with the pleasure boating industry?
It’s simple really: most brokers don’t take the boating business SERIOUSLY enough to improve.
They take a laid-back approach to boat sales because they believe they’re in the PLEASURE boating business.
So, I’ve got to ask: Are you in the PLEASURE boating business or the BOAT SELLING business?
Because if you’re in the boat selling business… if you’re someone who constantly strives to improve… and you are willing to invest in yourself…
Then I want to talk to you.
But, I’ve got good news and bad news.
The good news is this: it will cost you nothing take this call with me. You get on a call with me or one of my marketing managers, we’ll review your goals and objectives, get some clarity on where you are now and where you want to go, and then we’ll see if you’d be a good fit to work with us or get an online course for you.
And the bad news? It will cost you a lot not to take this call.
So, if you’re SERIOUSLY in the boat selling business just hit this link to schedule your call with me: bit.ly/vincecalendar
— Vincent Finetti
Founder & Instructor
P.S. Try a listing strategy from my FREE Listing ebook here.
P.P.S. I’m doing an exclusive virtual Listings & Sales Workshop with a small group next month to go deep in applying my best strategies to your brokerage business.
Would you like to join us? If so, go here and enter your name and email for more details!
P.P.P.S Check out my client results here.