One of the challenges facing all businesses is that of being seen as ‘different’. A business-owner must take deliberate and positive steps to set their business apart from other businesses (especially their competitors) in the eyes of their prospective customers.
If you are in business you must remember that one of the questions your prospective customers will have in mind when considering a purchase is “Why should I deal with this person/ business and not one of the others I can choose from?” While your customers may not ask you this question directly they will ask themselves. Therefore, you must have an absolutely clear understanding of the answer and make it easy for your prospective customers to find it.
This is because, if Business A looks too much like its competitor, Business B, the products and services offered may be reduced to the level of commodities in the eyes of the prospective customer. If the prospective customer sees a product or service as a commodity they will almost certainly base any buying decision on price alone.
How can you set your business apart?
Firstly, identify your Positive Points of Difference (PPDs). These should reflect a number of positive points about your business; for example
> the superior quality of the products or services you offer
> the wider range of products or services you offer
> the wider range of options (or locations) you have
> the ‘look’ of your premises and/or your staff
> the quality, attitude and experience level of your staff
> the more comprehensive nature of the guarantee you offer
> the promise you make through the slogan or jingle you use in your advertising.
If you operate in a field that has a bad reputation for tardiness it could be simply that you are always on time. Your staff may simply be more polite and obliging than the staff of your competitors (remember that most people will pay a premium price to deal with people they like).
As you do this consider these points. You may wish to present a combination of PPDs that makes you appear unique; and, if you can’t identify PPDs (or think that the PPDs you do identify lack potency) you will have to create some.
Secondly, you must, where appropriate, introduce your PPDs in your sales presentation/ demonstration.
This is easily done. During the initial minutes of your presentation/ demonstration when you are trying to relax your prospective customer include a minute or two to talk about your PPDs. You can introduce them by saying, “We think we are a little bit different at Our Business Inc – do you mind if I tell you why?” You can then give simple summary of your PPDs.
Thirdly, another way of being seen as ‘different’ is to always do that little bit extra, and do it for nothing
This means always trying to give your customers a little bit more than they paid for. This is like the free coffee or mints at the end of a restaurant meal. It’s a free vacuum or wash when your car is serviced. It’s the follow-up phone call to say “Thanks”. It’s the birthday phone call. It’s the occasional freebie. Most of your competitors will be too stingy or too busy to do these things. This makes it easier for you to make a good and lasting impression of being ‘different’.
Final words of warning – when talking about your PPDs never ‘put down’ or criticise your competitors; and certainly don’t refer to them by name. Simply identify and present your own PPDs in a sincere attempt to have your prospective customer see you and your business as ‘different’ and ‘good to deal with’.
(The up-coming post for Wednesday 22/4 is The Common Denominator for Success. It's ageless wisdom that is still relevant in today's world.)
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