How to Differentiate From Your Competition Using Processes and Communication

Recently I had a prospect that was having a hard time thinking about differentiation within their industry because essentially what they and their competitors sell is leather, nails, plastic, and stitching.

So I started consulting on the servicing and support aspects of their business. Analyzing their policies, communication, processes, guarantees, promises, responsiveness, and customer notifications.

Most small businesses miss out on the servicing and support aspect of differentiation and thus give up. But until you can communicate how your business is different from every other business that says they provide the same thing as you, potential customers view you as just a commodity.

The secret here was to find some element of their business that separates them from the competition but is also valued by ideal customers.

Successful businesses don’t necessarily have to have an earth-shattering offering, but they do have a unique delivery of that offering, or a unique guarantee behind it, or a unique support process that solves a common and well-worn industry frustration.

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