I met my primary care physician for the first time about 13 years ago. She was a newly minted family practice doctor and I was newly moved to where I now live. I don't remember why I went to see her but I liked her and she's been my doctor ever since.
Last week I saw her again for a checkup. Things have changed over the years in how she practices. The practice is very large, she's now one of the senior partners and the insurance industry has changed how she sees patients. I used to feel like she had all the time in the world to talk to me. I never felt rushed. And, the truth is she still does a really great job of making you feel that way. But, I remember how it was 12 years ago and now she has to move much more quickly through her patient care load.
However, her care is apparently perceived as better than any other family practice in the area. I learned that she is the most requested physician in family practice in the area. She is so busy she can't take new patients. And, if you mention her name to people who she has treated they will unanimously say something like, "I love her!" or "She is the best." Or, "I've sent all my family and friends to her."
And, there lies a lesson for all marketers. You don't have to be the best in the world at what you deliver. You only have to be the best within your own market. Because it is within your market where your services and products will be judged.
One way to accomplish that is to use the powerful technique my doctor uses – Empathy.
When she is with you in the exam room she is there 100%. And, she makes you feel like she is seeing and feeling everything you tell her from your perspective – not hers. She does that by actively listening and attuning to what your are experiencing. She looks into your face and eyes and listens with her heart.
You can do the same thing for your customers and clients. Empathy is free. It only has a cost when you don't use it.