No matter how small or how big your business is, many other people are in the same or similar business as you with few exceptions.
And it is a sure bet that some of those businesses will fail and others will succeed.
So what will make your business one of those that succeed? It is all in the way you present and run your business.
What makes your business different from the rest and why should people do business with you rather than your competition?
Make a list of the reasons you think makes your business stand out from the competition and what it is that makes your business unique. Then look through the yellow pages and local directories and look at the advertisements for businesses which are similar to yours.
Again make a list of what selling points they are focusing on in the advertisements and compare those points with your own list. By reading and comparing those points, you will probably pick up on a few they have left out. You will also probably find that most will offer the same or similar selling points so that few of them stand out from the rest.
How do you find out what would make anyone choose your business in preference to someone else’s? It is a good idea to ask a few of your friends, family and your clients what they think to find out why people choose to buy from certain businesses. You need to talk to people who you know will give you a valid reason why they choose particular businesses. And, while you are doing this, it is also a good idea to ask them what they think about your business.
Outline what you do and the service they can expect from you. Tell them what you think makes you better than the rest including personal, reliable service, quick or even free delivery, local operator or low prices.
Ask them what they want and then develop your unique selling point from what they tell you. Your USP is what will make you stand out from your competitors. The one thing that makes you stand out from your competitors is you.
You should have a business plan which outlines exactly where your business is heading and the strategies you have in place to get you there. That plan should include a marketing strategy with ongoing promotions campaigns which will maintain a steady flow of business even in the so-called ‘slow’ periods.
Those plans will ensure the success of your business and keep you earning when your competitors are complaining about having no work.
Your USP together with your itemised business plan will make you and your business stand out from your competition.
And if you give your customers that little bit extra by over delivering on your promises, you may just keep them as customers for the life of your business. Your customers will expect what you promise them but if you over deliver by sending them a thank-you card, a thoughtful gift, a discount voucher, a telephone call to ask how your service was and if there was anything else they needed, they will keep coming back to you.
This over delivery on what you promise is a great way to stand out from your competitors. And, as long as you maintain it, you are almost guaranteed the word of mouth advertising from those satisfied customers will bring you in more new customers and keep you ahead of your competition.
Martin Print always tries to over deliver on every order with customer service and product quality. This ensures a steady flow of repeat and word of mouth business. Not to mention the joy of dealing with happy customers.
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