Differentiate Yourself

At his referral group meeting, the florist needed a way to distinguish his business from other flower sources in his city. Sure, he had developed a nice catch phrase and a very good 30-second elevator speech. But he still felt he needed a good way to drive home the extraordinary value of his products.

At his brief presentation to his referral group, the florist pulled out a long-stem rose he purchased at the grocery store. The rose had a small head and a limp, narrow stem that caused the flower to sway when held at the bottom.

Next, he pulled out one of his own roses. The head was nearly twice the size and was poised proudly at the top of a thick, sturdy stem. The difference was amazing.

Then, the florist told his group that the price difference between the two flowers was less than a nickel—and that his was the less expensive one.

His brief demonstration clearly differentiated the florist’s product from the lower grade grocery store version.

(The story above was first told by Ivan Misner)
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