Read any business book, or sit down with a business coach and it won’t be long before you’re asked to define your point of difference. For many this can be both challenging and baffling.
Here are two compelling reasons to be able to articulate your uniqueness and the benefits each brings:
1. You stay in people’s minds
I recently spoke to Brian, the owner of a solo business who was getting fed-up with the quality of clients he was attracting.
I slipped into coach mode and asked what made his business any different to his competitors. He responded saying that his work was always delivered on time; was absolutely what the client wanted; that he was professional in his approach; consistent with his service delivery and so on and so on and so on.
Sounds familiar doesn’t it? Chuck in a few ‘Australia’s leading’, ‘high integrity & values’ and ‘customer focused’, and you’ve got every other service professional in the southern hemisphere.
Nothing here is memorable, he’s just another provider in a sea of competitors.
Regardless of whether a prospect is exposed to Brian’s business through face-to-face contact, or by visiting a website, there’s nothing here that sticks in the mind. No reason to return, nor cause to remember.
Finding what makes you unique can be a challenge and affects both newbie and established businesses.
When it comes to surrounding yourself with ideal clients, the key consideration to being memorable is to link your messaging very closely to those precise people.
Answer the question ‘Why should my ideal client pay particular attention to me?’ and you’re well on the way.
Want more articles like this? Check out the attracting new business section.
2. You can charge more
Back to Brian again, he complained that most conversations with prospective clients centred around cost. Time and again, he sees the quality of his work undermined by unreasonable financial demands.
Well of course he does: he’s working as a generalist, not a specialist.
Do you haggle with a surgeon? No, you don’t!
As buyers, once we are truly convinced the seller is the perfect fit, we rarely focus on price. If we can afford it, we want it.
It’s only when a supplier is perceived as the same as everyone else that we get stuck into shopping around and pushing on price.
Take a few moments to consider when you last paid for professional services. If cost was not a major determining factor, ask yourself why. What was it about the provider that allowed the cost of services to be secondary?
Robyn Haydon covered this issue in this article.
Get to the bottom of what makes you different and you’ll rapidly move away from endless conversations about fees.
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