Differentiate or Die - A report from Florida and NY.

The drums are beating. The message is clear. Differentiate or Die. That is the message I received from attending the Decorative Plumbing and Hardware Associaton conference in Florida and my observations at Whiskey Fest in NY.

I believe that a lot of businesses think they differentiate by having "the best service" and count on that concept as there business plan. I too have been one of those business men for the past 10+ years. I have also learned that selling service is not something that you can do up front, but is something that clients must experience as part of what we offer in order to simply hold on to them. If service is what you are counting on to bring you new business, get another plan.

So how do we excite our potential and existing clients about our services? We must have something worthwhile to say. Something unexpected. Something thought provoking. Something extraordinary, not ordinary.

Getting clients excited about there project can be as simple as helping them realize that they don't need to put the tub back in there bathroom, when they are remodeling and they have a choice of a great shower area or a standard tub shower. What works even better than helping with great thoughts, is combining both thought provoking ideas, with great fashion products.

What I have also come to realize is that I can't wow our customers with the same brands that they are familiar with, and we should not try. Selling fashion is similar to selling luxury. Once someone buys a Mercedes, it is unlikely that they will look at replacing it with a Volkswagen at any price level in the future. These customers want a car that makes a statement about there life style. They do not want the "peoples car" sitting in there driveway. So if they don't want the "peoples car" in there driveway, why would they want the "peoples faucets" in there homes. Familiar brands like Kohler, Moen, Delta simply do not belong in upscale homes regardless of there market price. We simply can't get them excited about brands that they already know are mass marketed.

Some of you are probably thinking, "Why not use these brands in the basemen bath?" My answer would be, why set the bar so low. Products don't have to be expensive in order for them to have fashion or luxury. They simply can't be ordinary from ordinary brands. There are lots of great looking products at all price levels with limited distribution and high quality out there. It just takes more effort to discover and develop this mix of products that we offer our customers.

These new guiding thoughts are setting the direction for my store, Union Hardwarefor 2011. Currently we are having a "Brand Realignment Sale" this will help us de-emphasis the more mass marketed brands, clearing the path for us to commit to the harder to find, less mass marketed brands with high quality and support. It has and continues to be a big challenge to find the best mix of products, but we believe that we are getting there.

I invite you to enjoy the great ride we are on. Take advantage of our sale if you please, but more importantly, take a look at the new products we have been bringing in and our new Fashion Gallery in our Maryland store. This new space has gotten such great reaction, we will be expanding this concept starting in January 2011. Lots more great new products coming in January.