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Recently, I wrote about the exceptional customer service experience that my aviation insurance agent Alejandro Galioto provides. Writing that blog got me to take a look at his website: http://www.true-course.com. Looking at his website reminded me of Major Charles Emerson Winchester III.
Why? Because on the website Alejandro has written a Mission Statement and a Service Statement that are as focused as any I’ve ever read. They are focused as a result of his focus and his focus is reinforced by their focus.
What I’m trying to say is that at True Course Aviation Insurance Services Alejandro and his team know exactly who their customer is and precisely what they can excel in doing for him or her. They don’t pretend to be a jack-of-all-trades and in fact don’t want to be. They do one thing and they do it very well.
Now, if you look at their website, you will see that they serve a variety of different kinds of customers. They are not so self-limiting that they have no one to serve. But they do limit what they do for those customers. In a curiously brilliant way they have leveraged themselves into a bigger marketplace by narrowing their focus.
What can we take away from this? Determine your core competencies or your unique gifts as an organization (whether you are an agency of one or one hundred) and define carefully your values and services. When you have done that select the market you want to serve. Then, obsessively master their needs and your capabilities to meet those needs.