How to Stand Apart for Success

How are you different from your competitors?

You're probably not selling the most amazing thing in the world. I know I'm not.

However, your focus, your approach, your experience, your history — all give you an edge.

Yet, it's easy to forget that when you're so focused on selling.

I recently spoke with a small business owner who casually told me she had invented her industry. Yet that wasn't stated anywhere in her messaging, which was so vanilla as to be ignorable.

As a small business owner, say a coach or consultant, it's easy to use the same lingo as everyone else. To parrot what everyone else says.

Instead of trying to impersonate your competitors — who cares that you're the same as they are — carve out a niche and be the best possible business in your niche.

Just like doctors have specialities, and you wouldn't let a foot doctor operate on your heart, you too need to stake your claim with an area you call your own.

Doing so lets you speak directly to your audience's needs.

Doing so distinguishes you from your competitors.

Doing so gives you a leg up.

You're no longer say just a leadership coach. But a coach for CEOs who want to lead better to transform a company.

Here are some other ways to differentiate yourself:

• Deliver Superior Customer Service

Go beyond expectations. Over deliver.

A Microsoft survey revealed that 60% of consumers wouldn't hesitate to switch brands because of a subpar customer experience.

Don't give your customers a reason to leave.

There's no magic formula for superior service.

But if you listen to your customers and act on their feedback you're making your customer the center of a successful universe.

• Distinguish Yourself as an Expert

Creating content is the best way to create an industry reputation. Blog on industry topics and post engaging content on social media.

You probably know someone who was barely visible online, but now thanks to content is viewed as an industry expert. Make that person you.

• Invest in Customer Relationships

Buying from you is not the end of the sale. It's the beginning.

Keep in touch with customers after a purchase. Follow up with a personal email. Ask them for suggestions to improve. Be accessible and responsive.

I recently had a doctor of all people call me out of the blue to see how I was feeling. I nearly fell off my chair. Yet, I will never forget the doctor or his call. Or his compassion and caring.

Make your customers remember you in the best way possible. Be there for them.

Differentiation doesn't care how big you are or the size of your budget. It's open to anyone with a little thought and attention. But will make all the difference in your marketing.

#marketing #smallbusiness #consultants

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I help small business owners, including coaches and consultants, nail their messaging, branding and marketing to grow their business. Schedule a free Power Positioning call with me.