July 2020 - 42

POHMER ON
YOUR CORNER
OF THE SPHERE...
By Stan Pohmer
W
e keep hearing the term " value proposition " in
the context of identifying and communicating
the specific reasons why consumers should be
buying our industry's products at your store. This is especially
important not only because your customer is shared by every
other retailer of any product in your marketplace, but also
by the almost limitless virtual marketplace. What sets you
apart? Why should you be their retailer of choice?
At first glance, the answer is relatively simple. You want
to be high quality, low price, durable, offer exceptional
customer service and expertise, conveniently located, well
merchandised, provide a great experience, have a well-trained
and personable sales team, and the list goes on. Oh, and all of
this offered simultaneously.
But from experience, you know that great plans aren't
enough; the key to achievement is a function of execution.
And you know, too, that it is impossible and resource (funds,
time, effort) prohibitive to focus equal attention on being the
best at everything to appeal to your customers; the result of
lack of key focus is mediocrity on everything, and doesn't set
you apart from any of your competition.
Crafting Your Message
Your value proposition message should mirror your
company's core competencies - those attributes and activities
you can perform and provide consistently better than your
competition, the things that your customers look to you for
and that you can perform flawlessly day in and day out.
To gain some focus, have your team list and rank all the
things your consumer expects of you - the things that bring
42 | LAWN & GARDEN RETAILER | JULY 2020
them to your door and keep them coming back. Next to each
attribute you identified, denote one of the following, based on
your ability to deliver on them: exceeds customer expectations,
meets customer expectations, and below expectations.
Ideally, if you're truly honest with your assessment, you
should have identified at least one, and possibly two or three,
that you exceed expectations on, and on most of the others
you meet expectations. If your strengths, the attributes
that exceed expectations, are those that truly resonate with
your customer, then you've identified your value proposition
and this becomes the core of your marketing message.
If, however, the top-ranked attributes you listed are not
consistent with your strengths, then you've just identified
your areas of opportunity to improve on.
One might expect that the most successful retailers exceeded
consumer expectations in all focus areas. But the reality is that
the successful retailers consciously dominated or chose to
focus their resources on exceeding expectations in just two or
three areas, while mostly meeting expectations in all the other
criteria. In " The Myth of Excellence " by Fred Crawford and Ryan
Matthews, they state: " What do customers want? For businesses
to 'wow' them in one key area (say, Service), while the firm
differentiates itself in a second (say, Product). Put the lion's share
of your time and resources into excelling in two areas, and it's
okay, even advisable, merely to meet expectations in the other
criteria. In other words, dare to be average in the other three,
resisting the ever-present temptation to spend just a little
more on things your customer probably doesn't care that much
about anyway. In fact, if you're spreading your precious assets
peanut butter-style, evenly across all five attributes, you're either
wasting money or, worse, condemning all five to mediocrity. "
For Example
To put this philosophy into context, let's look at some
concrete examples at work. Wal-Mart dominates on the
Price attribute, differentiates on Product and Convenience,

July 2020

Table of Contents for the Digital Edition of July 2020

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https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/thrive-guide-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/lgr-november-december-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/lgr-july-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/thriveguide-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/thriveguide-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2019
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