Seth does an excellent job addressing this subject, and he hits the nail right on the head. The "excellence" brand is being put on everything from grocery stores to realtors to cars.
Cars. A friend and I were commenting how BMW and Mercedes used to be the class brand in the car world. Now, through aggressive pricing and an array of models, the two luxury auto makers have moved to the mass market - as Seth points out, that's much more profitable.
OK, now shift this conversation over to sales. Your sales approach, your sales career. Now it doesn't matter whether the company you work for is geared towards "class" or "mass". But it does matter if you are geared towards "class" or "mass". Entirely so.
"Class" is unexpected service for your customers. Promptly returned phone calls. Taking ownership of service problems that they have. That's "class".
"Mass"? Switching sales jobs every year or so. Letting voicemails pile up. Stealing from the office. That's "mass".
Which is more profitable? Actually, both can be in the short term. I've worked with lots of mediocre sales people who are below average individuals that I would never hire as a salesperson, or want to know on a personal level for any length of time. But I've found that "class" sales professionals win in the long run. More money, better careers, and happier lives.
"Class" always beats "mass" in the long run. I think that may have been one of the points Seth was waiting for us to get on our own.
And by the way, I've never bought jewelry at Zales.
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