Question: I’m beginning to wonder: “How am I actually different from the competition?” They all do the same videos, same equipment, same editing style. In a competitive marketplace where it seems everything’s been done, what can I do to articulate our specific value?
Answer: Here are five quick tips to start separating yourself from the pack:
1. Keep Adding Something New
Every time you add something new to your business you create an opportunity to get more sales. For example, something as simple as adding new information on your web site creates another selling opportunity when prospects and customers visit your site to see the new information.
Adding a new product or service to the list of those you already offer usually produces a big increase in sales.
2. Become a Valuable Resource
Look for ways you can be a resource for your prospects and customers. Supply them with free information. Help them do things faster, easier, less expensively. You get another opportunity to sell something every time they come back to you for help.
3. Separate Yourself from Your Competition
Find or create a reason for customers to do business with you instead of with someone else offering the same or similar products. For example, do you provide faster results, easier procedures, personal attention or a better guarantee?
Determine the unique advantage you offer to customers that your competitors do not offer. Promote that advantage in all of your advertising. Give your prospects a reason to do business with you instead of with your competition and you’ll automatically get more sales.
4. Promote the End Result
Your customers don’t really want your product or service. They want the benefit produced by using it.
For example, car buyers want convenient transportation with a certain image. Dental patients want healthy and good-looking teeth without suffering any pain. Business opportunity seekers want personal and financial freedom for themselves and their family.
Make sure your web pages, sales letters and other sales messages are promoting the end result your customers want.
5. Anticipate Change
Change is the biggest challenge to your business success. The days are gone when a business could constantly grow by simply repeating what it did successfully in the past …or even recently. Aggressive, innovative competitors and rapidly changing technology make it impossible.