Selling Quality and Conquering the World

Does your company actively “sell” quality? If not, you’re missing the boat. This is the premise of an article written by David Crosby for Quality Digest Daily. Mr. Crosby even provides a very fitting analogy – “How are you going to conquer the world if nobody knows you’re there?”

So how do you let the world know you’re there? You have to sell quality both to the outside world and to the inside world within your own company. Selling outside your company is meant to position your product or service, your company, in a potential customer’s mind. How do you do this? By promising quality and, even more importantly, delivering on that promise. In-house selling is essentially reminding everyone of your performance standard, your quality demands. Remind them that the product is important and so is the work they do.

Now, what exactly is meant by quality? Quality is basically two things. What many think of is parts or products that are “free of defects” or are within required specifications – that you deliver what you promised. The other definition of quality is a level of “goodness” – how good is your product compared to your competition?

A great example of selling quality is Ford’s “Quality is Job One” campaign from the 80s. The campaign sold quality to both outside customers as positioned Ford as a quality leader, selling quality in-house as it stressed the importance of quality in everyone’s job. 20 years later, when you hear that phrase, you still think of Ford and they are selling quality – to the world.

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