"If you know the enemy and you know yourself,  you need not fear the outcome of a hundred battles."
SunTzu, The Art of War, 400BC

The "Unfair Advantage" leaves your competition loosing a war they didn't even know they were fighting.

Earning the "Unfair Advantage" is the ability to consistently exceed customer expectations...to the point that it is "unfair" to the competition.

Rick blends highly detailed plans and strategies along with his high energy flair and humor to give an insightful message that will leave your audience energized, informed and inspired to develop the "Unfair Advantage."

This program is designed for supervisors, managers or small business owners who find themselves struggling against major national corporations in the hyper-competitive marketplace of the 1990's. All I Want is an Unfair Advantage teaches the participants the most critical and effective principles of marketing strategies and service delivery systems that exceed customer expectations.

The "Unfair Advantage" is the difference between what the customer expects and what the customer gets and it has little to do with price. The "Unfair Advantage" philosophy works because it is based in understanding the market place, your customer and your competition.

While the program addresses customer service issues, the "Unfair Advantage" does not just grow out of constant management reminders to be "nice" or periodical "smile training" sessions. This program focuses on how to develop service systems that are aimed at improving the bottom line for the customer. We teach the participant to understand that building an outstanding service reputation is an academic exercise if customers don't recognize what all of that effort means to their business.

All I Want is an Unfair Advantage shows the participant how to develop marketing and positioning strategies that will seem "unfair" to some competitors and devastating to others.

The program is based on three principles:

• Accuracy before Momentum; Understand your customer and your own business
• Do we want sales or profits? Are there some customers we can't afford to keep?
• Working with the Pareto Principle, 80% of profits come from 20% of customers.
• How do my customers make money and how can I impact their business?
• How can I position myself to serve the customer, while maintaining a strong margin?
• I Don't Want Satisfied Customers, I Want Missionaries;
• Do we understand the difference between "Satisfied Customers" and Missionaries?  Satisfied customers have gotten their "money's worth." They have no loyalty.  Missionaries recognize us as partners in their business. They bring us customers.  How do we earn Missionaries?
• Service is a Philosophy, Not a Department;
• What are our customers "Core Expectations?"
• How do we set "Unfair" service standards?
• How to discover the service standards that will make a difference for the customer.
• How do we get front line employees to "buy" the idea of the "Unfair Advantage?"
• Understand "Operational Thinking" VS. "Unfair Advantage."

Presentation Method:

All I Want is an Unfair Advantage is a results oriented program which utilizes a fast paced instructional format. The program features participant interaction, meaningful content, appropriate humor and specific examples rather than motivational generalities.

Recommended Participants:

All I Want is an Unfair Advantage is directed toward small business owners and managers. Frontline supervisors will appreciate and profit from the "Unfair Approach" where there is upper management support for the principles of the program.

This program has been customized to many time for groups which include front line staff.

Presentation Options:

• 45 minute; This option is an after-dinner presentation with very little group participation.
• 90 minute to 3 hour; This option features far more group participation and normally includes brief exercises and a workbook to help the participant see how the material may be applied.

"If you keep doing what you have always done,
you'll keep getting what you have always gotten."