5 So-Called Differentiators That Instantly Turn You Into a Commodity Business
The biggest challenge for most owners and CEOs of small businesses is not being “everything to everyone” and using generic differentiators to appeal to such a broad target market.
Success is found by defining your ideal client and communicating some key points of differentiation that this ideal client wants and values.
But quality, good service, fair pricing, etc. aren’t your differentiators; they are your expectations.
Your difference must be in how you do business, how you sell; the experience.
To make certain you’re NEVER using these “expectations of business” as differentiators I suggest you get six or eight ideal clients, sit down and interview them. Ask them these questions:
+Why did you hire us?
+What do we do that others don’t?
+What’s missing from our industry?
+What could we do that would thrill you?
+What do you put up with in this industry?
+What would you do if you owned our business?
The goal is to uncover:
- What’s the chief benefit of doing business with you?
- How can you easily communicate your difference?
Want an example
Hard Truth! It’s lazy to assume that your customer wants the core service you provide whether that is accounting, consulting, landscaping, plumbing, coaching, training, etc.
Instead, speak with them to learn what they believe they will get, achieve, dodge, or acquire based on buying what you sell.
This will uncover the real reason they do business with you and the problem you really solve for them.
For example, we were working with a tree service that attracted a specific type of homeowner. After interviewing their customers we spotted the following in several summaries — “They never damage my yard and always clean up when they’re done.”
Turns out that their ideal customer had beautiful front and back yards and didn’t want any damage done to the monthly landscaping work they pay for.
While most of their competitor’s messaging focused on how they were award-winning, voted best, and having 60yrs experience at removing trees our client began to focus on — “We never damage your yard and always clean up when we’re done.” — getting prospective homeowners to pay a premium to solve that problem.
