Although the spirit of competition can be counterproductive, it is important to take into account those who solve the same problem as us to know what mistakes they are making for us to avoid them and what they are doing that is working for them, to imitate and / or improve them. Aspects like honesty, being personal, projecting yourself as an expert, delivering on what you've been promised, and even supporting the competition can help us stand out from the rest in our industry.
A few days ago I read a question on Twitter about the aspects to consider in order to differentiate ourselves from our competition. And although I don't like that about competing (I totally believe that the cake is enough for everyone), it is important to take into account those who solve the same problem as us to know what mistakes they are making for us to avoid them and what they are doing that is working for them, to imitate and / or improve them.
1. Be honest. It may seem obvious, but being honest is ethical and essential business conduct, and incredible as it may seem, not everyone follows it, so use it to your advantage. Tell the truth, because hard as it may seem, the customer will always thank you in the end. (And please, be careful to use words like "honestly", "the truth", etc., because their abuse shows otherwise).
2. Don't be the same. Regardless of the industry you're in, most companies do things the same way. They all offer the same term, the same discounts, even the same prices, and nobody does anything to be different. Analyze your competitors' practices and see how you can do better: Do they offer no guarantee? Do not accept checks? Don't they make changes? Do you charge the freight?
DELL computers are an example of this. When everyone was used to buying computers with factory settings, they offered (and still do) the ability to build and buy your computer with the features you want, no more, no less.
3. You are the star. Many businesses when they grow lose that "personal" touch that their owner gave them when they started. At Terra Femina (my business for the distribution of women's handbags), since 5 years ago we started, it is always my wife and I who attend the stands at the different fairs in which we participate. We understood and learned this when, for convenience, we hired a person to help us and people let us know that they not only liked our product, but the way in which we cared for them.
4. Become the expert. If a person needs heart surgery, they will not go with a general practitioner, but with a specialist. No matter what you do, become the expert in it and shout it out to the 4 winds.
And something important is to forget about wanting to serve and sell to everyone, if you specialize and focus on a niche, you will become THE reference and the best option for your prospects and clients.
5. Do what you promise. Simple, effective and difficult to implement. Make sure that you and all your employees do what they say they will do, when they say they will do it.
Sad but true, in a world where few do what they promise, those who do, will surely stand out from the crowd.
6. Support the competition. It is common for people to speak ill of who is competing with them, or to say things like "not to mention them." The truth is that we all do something well and it may be that your competition is better than you at something. Acknowledge her and even send her clients. You will agree that it will speak highly of you if trash does not come out of your mouth when referring to your competition and if you even accept that they are better than you in some things.
7. Go beyond what is expected. When a client hires you, they usually expect only to receive what they paid for, so surprise them by going further.
For example, a mechanic may offer free of charge (and not promoted as part of) an oil change or brake cleaning and adjustment when a customer takes their car in for repair.
8. It offers guarantees. This is a point that few are willing to make and that can bring many benefits. If your product and / or service are so extraordinary (and if not, it works so that they are), you must be able to back it up with some kind of guarantee, but it must be a real guarantee. You can guarantee results, performance, quality, etc. Few do it for fear that people will take advantage of it, and it may happen, but you earn much more than what you can lose.
9. The secret is in the details. Do you know when your client's birthday is? When was the first time she bought you? Has she recommended you to other clients? Try to collect and save as much information and details as possible, for example, to send a handwritten note thanking you for your purchase, or an electronic card on your birthday.
Do you think these are good ways to differentiate yourself, or am I wrong? What are you doing to attract more customers and differentiate yourself from the competition?
