Reggie Jackson played in five World Series with the Oakland Athletics and the New York Yankees. The difference between his play in the regular season and the post-season, at times, became quite stark. For instance, on June 18, 1977, while playing the Red Sox, Jackson let a single, hit by Jim Rice into right field, get stretched into a double because he failed to hustle after the ball. Yankees Manager Billy Martin yanked Jackson from the game. What ensued in the dugout was legendary. It started with Martin confronting Jackson on his lackluster play and it ended with Martin and Jackson being restrained from killing each other… all of which aired on national television. That would have been the end of most players. But Jackson was a guy who would turn it on as the season progressed. This was June, not September. By the time his team was nearing the end of the season, he was driving in runs by the bushels. By the time the playoffs and the World Series rolled around in October, he was at his best. The Yankees won the 1977 World Series and "Mr. October" was named the Series MVP. He owned the month. It earned him a place in the Hall of Fame.

What moniker has been hung on your business? What is the one thing your company does very well, so well that you are leaving your mark on your clients for this one aspect of your business? Is there one thing that you could say you do so well that you own the market? Here is a little test. Ask your clients what it is that you do that none of your competition does, or if they do it, you do it better. If your clients cannot come up with one thing that you do the best, you have your homework set for you. Find that one area of your business where you can out-service everyone else. Here are some ideas. You could provide all of your quotes within the same day they are requested. You could put your products through more quality control testing than any of your competitors. You could provide a follow-up call (yes, an actual voice-to-voice telephone call) to your clients within 24 hours of delivery of your product to make sure they are satisfied. It is the little things that you do which make you stand out from the rest of the pack.

When you define your mark, write it down on paper as a mission statement. "We will provide (fill in the blank) at a higher level than all of our competitors.” Distribute this to your employees. Make sure they understand the importance for your company to make this happen. Ask them how they think you can achieve the mission. Take all of this into account and then put a plan of action into motion. Put the idea in front of your customers. Explain to them how you are going to make your mark and follow through on what you say you are going to do.

This may seem a bit elementary, but it really works. If you want your business to stand out, you have to differentiate yourself from the competition. If you are skeptical, then answer this: who would you call if your automobile broke down on a busy highway? If you said AAA Auto Club, there is a reason. AAA offers a lot of different services. They function as an insurance company and are a travel agency. But they do not own the insurance or travel agency market. Where they have chosen to make their mark is by providing roadside assistance for stranded motorists. They have operators ready to talk to you and send a tow truck to you in your time of need. They own that market. Ask anyone what AAA is and they will likely tell you they are the people you call when your car breaks down.

By making your mark in one area, you create a very marketable quality for your company. It is the thing that can put into a marketing campaign as a slogan. It is the type of memorable statement that becomes the hallmark for all of your corporate communications, and one you have to back up with your actions. Quite frankly, the days of the lame, generally unspectacular tag line are gone. Be specific with your statement. "We get you back on the road” is the marketing statement made by AAA. It is simply stating what they do in the area of their business where they have made their mark. It is this area of the business that opens the doors for the rest of their services. Find your niche and make your mark on your customers.