Charles Pitman Injury Lawyers, LLC
Johnny B. Goode, Special Reporter to the Lawyers Video Studio- Part 11
In St. Maarten, in the town of Phillipsburg, a bustling hub of commerce, I had not noticed it before. There are, what appears to be hundreds of jewelry stores all selling the same type of goods. Hundreds and thousands of watches of every kind. From low-end plastic digital watches to super high-end luxury watches, you can find them here duty-free. You can find every type of jewel in jewelry, bracelets, earrings, necklaces, diamond rings and settings you could possibly want. However, not being a true jewelry and watch connoisseur I could not compare the offerings here to the world-famous diamond district in Manhattan.
Gerry’s wife however is well versed on this subject and proclaimed the jewelry stores here to have excellent prices.
Gerry posed this question to me during lunch:
Q: If all lawyers know the same law in their area of expertise, how does one lawyer distinguish himself from another?
Likewise, if all jewelers sell the same type of jewelry, why would a consumer choose to buy jewelry in one store versus another?
From a jewelry standpoint I can understand how a consumer would be focused on pricing, assuming the jewelry is identical. A consumer obviously wants the best price. Who doesn’t?
Let’s say you’re looking for a necklace that is identical and being sold by two different stores.
Wal-Mart may sell that necklace for $50 and a high-end jeweler may charge ten times that amount. Obviously, the smart shopper will look for the lowest price to get the best deal. However, what if the high-end jeweler had a necklace that was much more extravagant and prettier than the lower priced item being sold in Wal-Mart?
What if the consumer who was searching for a high-end jewelry item did not like the experience of shopping in Wal-Mart with all the other people searching for low-priced goods?
The high-end luxury consumer wants to feel special about their important purchase. Do you think they would get the same type of feeling walking into a plain, bare store along with thousands of other bargain shoppers looking to do their daily shopping?
The high-end luxury consumer in all likelihood wants that special feeling of personal attention. They want their outing to be an experience. They want to feel special the moment they walk into a store. They want to be recognized for their outstanding choices when choosing an expensive piece of jewelry.
As Dan Kennedy often points out, the affluent want to be treated differently. In fact, we all want to be treated differently. We want to feel special. We want to feel wanted and most people want their buying decisions reinforced by the salesman or people they have brought with them to justify their purchase.
If you are a lawyer looking to distinguish yourself from all of your competitors and colleagues, what is the key way that you can use to set yourself?
According to Gerry, it is certainly not competing on price. Being the lowest priced attorney in town is a terrible differentiating factor that does nothing except drive the lowest-price bargain hunters to you.
Instead, how can you make your ideal clients feel special? How can you make them feel wanted and important when they pick up the phone and call and ask for an appointment?
Before walking into Phillipsburg in St. Maarten and Gerry posing this question, I never even considered this viewpoint. It’s truly eye-opening.
In my next post Gerry continues shooting video at the resort.