When you’re starting out in business … or even after you’ve been in business for a while … you’re so focused on what you’re doing that you may miss one very important point that will have a major impact on your business.
The point that you’re probably missing is something your potential customers will see right away and what they see will either destroy your business are give it the boost it needs to survive. So what is this point that you’re probably missing? It’s your unique selling point … the thing that makes your business so very different from all the other businesses in town that are doing exactly the same thing as you’re doing. It’s what makes you stand out from the crowd.
Toni and her partner run a web design business in a small town and they’re in competition with five or six other web design businesses in the same town. Right from the start Toni realized that she needed something that would make her business stand out from the crowd and for her it was experience.
Toni, her partner and two of her other employees between them have a total of over 30 years experience in web design and e-commerce and that’s far more than all those other web designers put together. And that’s the unique selling point for Toni’s business.
In a field where experience plays a huge part in producing a quality product … in this case the product is websites … 30 years experience gives Toni’s business and huge advantage over her competitors and she backs it up with great customer service.
So what’s your unique selling point? What does your business do … or produce … that’s totally different to every other business in the same vertical? What can you point to that will make customers come to you and do business with you rather than going to your competitors?
Maybe your business produces a better product at a cheaper price … maybe your business looks after it’s customers better than any of your competitors … maybe your after-sales service is second-to-none … maybe, like Toni, you and your staff have far more experience than any of your competitors. Whatever it might that can make you and your business stand out from the crowd is what you need to focus on in your marketing.
You don’t have to re-invent the wheel when you go into business … you just have to produce a better product at a comparable price and back it up with outstanding customer service.
