How To Differentiate Your Business in a Way That Your Customers Care About

For owners and CEOs of small businesses a key element of strategy that must be developed and implemented is how you differentiate your business in a way that your customers care about beyond your services.

Let’s say you own a home services business. Your potential customers will automatically operate under the assumption that you know how to remove trees, repair their HVAC system, unclog the toilet, mow their lawn, install new doors, etc.

But from my #marketing experience that doesn’t really address what potential customers care about.

For most homeowners, their biggest problem associated with a home service provider is about something beyond the basic service the business provides. Homeowners hate service window times, or not getting phone calls returned. When they hire someone to handle their home need, the tech leaves behind a mess, surprises them with unexplained fees or it’s difficult to get payment to them because they only accept checks. These are the real problems your clients have.

So your #differentiation is not, “We know how to mow your lawn, remove trees, unclog your toilet, repair the HVAC system ” — of course you do! Instead, it’s “We explain all fees and show up on time.” Or “We return all calls and leave your home better than when we arrived.”