MARKETING BUZZ
BY TOM PRENDERGAST, 190WEST Escaping the Sea of Sameness H
ow can you differentiate your business to get ahead of competitors? Don’t become just
another in the mix of companies in your industry. If you’re looking to “escape the sea of sameness,” concentrate on making your business truly unique. Whether it is addressing unique customer pain points or providing amazing customer service, there are many ways to create competitive advantages that will set you apart. Here are a few tips to make your business stand out from your competitors:
1. Address Customer Pain Points with Different Products or Services
Are there pain points that your products or services could address that no other company can solve? If you can create a product that meets demands or needs of people, this will be very beneficial to making you stand out. People want their pains and inconveniences to go away. If you can solve a common problem that other businesses cannot, you’ll stand out. Utilize emerging technologies to introduce new processes or solutions. Create a unique selling proposition that sets you apart from competitors. Get to
the botom of these pain points and find a way to solve them.
2. Delight with Your Customer Service
How is your customer service? Most companies will say that their service is wonderful, but you should give yourself a hard look to make sure it really is. Bad experiences will drive customers to other businesses, while great customer service can set you apart from the “sea of sameness.” What are you doing to set yourself apart from competitors as it relates to customer service? Will customers only come to you based on this customer service? Strive for the kind of customer service that you will not be able to get at any other business in your industry space. It’s very important to delight your customers at every turn. This could take the form of 24/7 support, free returns, and many other service options.
3. Do Business Differently Than Competitors— Look for Holes
Are there customer wants or needs out there that remain unaddressed? Your business can stand out by doing business in a different way than your competitors. Focus on areas that competitors are missing or not addressing efficiently enough. Don’t always follow conventional wisdom. Just because all other businesses have been operating the same way for decades doesn’t mean that your company needs to do the same. Set your company apart by exploiting these holes, making yourselves different, and doing it better than anyone else.
4. Become the Best at Your Niche
Don’t say you do everything under the sun. Narrowly define your target market.
42 datia focus
Find a niche and become the best at serving that audience. If you cast too wide of a net, it might be difficult for customers to know if you are a good fit. People like to know that someone is a specialist in specific areas before working with them. Know your industry inside and out to establish credibility. Then, use that expertise to intelligently and effectively build a robust clientele that know you do amazing work—and recommend you to others. After a while, perhaps you can expand, but at first, stay very targeted.
5. Have Offers or Guarantees That Customers Will Love
Come up with an offer or guarantee that your potential customers will love. Exciting offers can provide a customer with great value, and everyone wants to feel like they’ve gotten a good deal on a product or service. Guarantees can also be effective. Whether it is a money-back guarantee or a free trial, this can remove any hesitation someone may have with testing your product. Customers like the thought that they can return an item or cancel a service if they are not completely satisfied. This kind of guarantee will make your company appear trustworthy.
6. Be Honest and Admit Mistakes
Tere’s nothing worse than an experience with a company that leads you to believe that they’re dishonest. Mistakes happen, and there may not have been any ill will commited, but it is best to admit fault and try to make good with the customer. Honesty is very important to people, and it’s important to be honest with your customers—whether it is good news or bad. If someone has a bad experience with
winter 2019
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