So what is “full service” anyway? It actually seems like it’s a term companies use when they don’t know how to describe what they do. And according to Google, there are over 21 million web pages that use “full service” as a descriptive term.
Do you use this term to describe your company’s services? If so, you need to go back to the drawing board. Describing your company as “full service” means your customers define what it is you do. And if your customers describe your business, how do you cultivate new customers with no focus? A bit mixed up, isn’t it?
Let’s take, for example, a “full service” gas station. After all, most people (except New Yorkers) own cars that need gas right? So we should all clearly understand what this means, shouldn’t we? Ahh, but that’s not the case. To me a “full service” gas station means a person pumps my gas, checks the oil and cleans the windshield. (Weren’t the good ‘ol days great!) To someone else, a “full service” gas station means they fix mechanical problems with your car and perhaps provide a car wash.
See where this is heading? If describing a “full service” gas station with a single definition is so difficult, what does that mean for your business?
Don’t use “full service” to describe your business. Take some time to clearly define exactly what you offer to your customers. Then go looking for the ones who need you most.
What do you think? Agree, disagree? Leave me a comment.