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Want a shortcut to distinguish you and your business from competitors? Thought so!

So here’s a quick path to create your powerful differential competitive advantage. Ask your customers, clients and prospects, “What frustrates you about our industry?” Not you. Not your company. Not your competitors. But your industry.

Going “global” with this question, lets others wax rhapsodic about what bugs ‘em, sticks in their craw or is driving them crazy. And it’s non-threatening. Far better than the traditional, “What don’t you like about your current supplier?”

This pabulum causes folks to squirm. Defend or rationalize their current relationship or acknowledge the stupidity of their decision.

Here’s a dynamite “find the frustration” example. As my wife and I prepare to celebrate our 25th wedding anniversary this week, we recently shopped for new transportation. A car. For our kids! (We want to get bikes. Something about that is very weird.) While there are lots of “car choices” on Chicago’s suburban North Shore, our first destination was Car Max. Had never been there before. So was eager to see, if as their advertising boasts, they’re, “The way car buying should be.”

Upon arriving, we were enthusiastically welcomed by Kevin. As he escorted us to the “showroom lot” he said, “What our customers really value, is that we eliminated their frustrations.” I replied, “How’d you do that?”

He continued, “Well, we asked folks before we opened our doors, what frustrates you when buying a car.” I wondered, “What you find out?”

He explained, “There were four specific things: First, people didn’t enjoy the car buying experience. They felt taken advantage of. So we decided to make it easy and enjoyable. That’s why we let you return the car within five days of purchase, for a 100 percent refund. Next, customers couldn’t stand the back-and-forth haggling or bickering about price. That’s why we have no negotiating. The price you see, is the price you pay. Then, folks felt restricted by selection. It was often tough to get the car they wanted. But with us, if it’s not on our lot, we’ll check nearby Car Max stores and our vast online inventory. Finally, quality was a significant concern. People weren’t sure about the used car they were buying. They often, thought a beautiful exterior, was hiding interior problems. So we have an extensive checklist, a used car must pass. If it doesn’t get our approval, we won’t sell it.

“Wow! Great stuff! So I kept firing questions at Kevin until he finally asked, “Mr. Blackman, what do you do!?”

I smiled and said, “I’ll be quoting you!” Apparently, the Car Max strategy is working. Since 1993, they’ve sold millions of cars and are a Fortune 500 company with stores across the United States. The Car Max message, is thankfully, one I learned years ago. For I too asked my clients and prospects, “What bugs you about my industry.”

Repeatedly I heard, “We can’t stand it when somebody like you shows up, shoots off your mouth, leaves and then, there’s no positive impact on our business.”

Hmm. I listened intently. And then, took action. That’s why I created Jeff Blackman’s “No Risk Assurance.” The following, appears at our Web site. It’s in our brochure. It’s referenced in prospect conversations. And, we insist it appears in client agreements. It states: Jeff offers you special “bail-out” protection. You should know Jeff is a pretty light-hearted guy, but when it comes to helping you and your people grow your business, he’s dead serious. Therefore, he provides this incredible no-risk assurance: You and your people must be absolutely delighted with Jeff’s message or, if you feel its value or profit-producing potential does not exceed your investment, then Jeff has authorized me to refund your money!

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Jeff Blackman is a speaker, author, success coach, broadcaster and lawyer who lives part-time on Marco Island. His clients call him a “business-growth specialist.” Send an e-mail to jeff@jeffblackman.com or go to www.jeffblackman.com to subscribe to his free e-letter.