May 2006

Consistency, consistency, consistency…In real estate, the old adage is location, location, location. In business, it is consistency, consistency, consistency.

In business, you must be consistent – consistent in the delivery of service and value to your customers. Your customers do not want variation. They expect a certain value from you, and they don’t expect it to vary. If you can increase the value of your offering, your customers will become happier and more loyal, but decrease the value of your offering, or vary the service level, and the defections will begin.

In his book, The E-Myth Revisited, Michael Gerber provides the example of McDonald’s. Whether we like their food or not, or think it is healthy or not, McDonald’s is consistent. The restaurants are always clean and bright, the food is the same from location to location. I once ate at a McDonald’s in South America. The restaurant looked the same and the hamburger tasted exactly the same, as the US-version. Now how successful has McDonald’s become over the years? How do you think they would have done if their look and food wasn’t consistent? If McDonald’s wasn’t consistent, they would be nothing more than the local diner.

Take a look at your business. Are you more like McDonald’s, or more like the local diner? Are the billions and billions coming back to you for more? If not, take a look at how consistent you are in delivering your service.

Call the Intelligent Office at 866-505-1225 for more information.

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