Life and Death is in the Minds of Your Customers

LISTEN …. you have to find a way to differentiate your business from every other business that says they provide what you provide, serve what you serve, make what you make or do what you do.

Now as simple as that may sound, for most owners and CEOs of small businesses it is life or death.

I still remember when a home service contractor came to the realization that they are essentially in the marketing business, not the contractor business.

The life or death part is mainly due to how customers think.

In any given market most customers think that one electrical contractor, one law firm, one IT firm is just like another and if you don’t communicate and show them a way that you are different that’s valuable to them, then they’ll 100% of the time default to price.

The one element they can see and know is a clear difference.