Telling a Different Story Through Differentiation

Porsche Macan

I test drove a very nice car yesterday, the Porsche Macan, my idea of a zippy and creative, mom-car on caffeine and steroids. After winding-up with a bonafide lemon the last time I bought an SUV (don’t ask, it makes me crazy); I wanted to be sure I covered all my bases on my next purchase. Poised with questions, I eventually asked the salesman, “How fast does it go from 0-60?” He turned to me and said, “Don’t you really want to know how fast it stops? Check to make sure it’s safe, and then slam on the brakes.”

While I pondered his question, I got off on a side road, checked my rearview mirror and slammed hard on the brakes. The experience was like no quick braking and traction experience I’ve ever had. There,” he said, “That’s what I want you to remember when you test drive any other car.”

Folks, if you are in sales, that’s a great example of how to differentiate yourself from the competition. I asked a pretty typical question and my salesman gave me a rather untypical response – one that made me think long and hard about what matters most when considering my buying options, and one that’s probably going to make this car stand out above and beyond the rest.


Author: Tonia Allen Gould

Tonia Allen Gould is the CEO of Tagsource, a 25-year-old Consumer Promotions and Marketing Agency, she's founder of the Finding Corte Magore Project, and children's book author of Samuel T. Moore of Corte Magore. Here, on this blog, she writes about whatever compels her at the moment. In her book, she explores the concepts of perseverance, hard work, bullying, and finding a place to call home for young readers. The impetus of the Finding Corte Magore project stems from Tonia's background - growing-up below the poverty line, in rural Indiana. A product of Indiana's foster care system, she is the first to say that books, a solid education and teachers, taught her there was a life for herself, tangible and within her reach, she just had to reach out and grab it. After publishing her first book, she decided she wanted to find an island and make it real, by naming it after the fictional place in her book, “Corte Magore,” and utilize it for social and environmental good. Today, the 29-acre island of Corte Magore at Hog Cay, Nicaragua- through a joint partnership with Ambassador Francisco Campbell, the Nicaraguan Ambassador to the U.S.-will be utilized by the Finding Corte Magore Project to work to keep Nicaraguan children in school. The Finding Corte Magore Project works virtually to connect a global community of students and institutions with the plight of educationally and economically repressed Nicaragua. The project involves showcasing and managing one of the country's own beautiful islands in its educational and environmental initiatives. The goal of The Finding Corte Magore Project is to create social awareness coupled with building a sustainable, positive and long-term educational impact on the country's children who have an on-average fifth grade dropout rate. In addition, Tonia is a promotional products industry veteran. She is the founder and CEO of 25-year old Tagsource, LLC (AKA TAG! The Creative Source). She currently serves on the BOD for the Specialty Advertising Association of California (SAAC), is an "Industry Voice", a recipient of a PPAI Golden Pyramid, and has been named on ASI’s Hot List. She is the recipient of Supplier of the Year award through the Women’s Business Enterprise Council West, as nominated by Fortune 500 companies.

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