I thought about title this article "How to differentiate yourself from the competition", but I changed my mind. The true meaning of the word "differentiate" does not necessarily imply being good, nor outstanding, much less successful. I decided then to put more emphasis on the need to “stand out”, because this desire expresses an overcoming search, constant learning and permanent growth; a difficult path, ascending, full of obstacles and challenges, but at the same time full of opportunities. And it is these opportunities that can turn your business, venture or company into real success, provided you dare not only to do outstanding things, but to be outstanding.
Why is it necessary to “stand out”?
Because in this information age, in highly globalized markets, consumers have many purchasing alternatives very similar to what you can offer. In fact, there are more and more options and nothing suggests that this trend can be reversed. For this reason, companies are obliged to look for alternatives that stand out from the competition, because according to the laws of the market, all those undertakings, businesses or companies that do not know how to adapt to current needs and customer demand, tend to perish. In other words and using a popular phrase, in the business world "crocodile that falls asleep is a wallet."
The profile of the new consumer
As a consequence of the digitization of information and access to all kinds of knowledge through the web, today's consumer is increasingly demanding, and at the same time more specific in the products and services they demand. The one-way control that companies used to have, is now shared, since the new consumer has a greater participation and their opinions through social networks are widely heard. This involved consumer now has more voice and power. It has gone from being a passive receiver to an active sender of ideas and opinions. That is why it demands higher quality in its products and better services.
For this reason, outstanding companies are focused on building relationships with their customers and gaining their trust. Implementing a good business strategy to sell your products is no longer enough. Selling is important, but even more so is customer satisfaction and the way they perceive the products or services they have purchased. Understanding the client, listening to them, interacting with them and living up to their demands is the best way to build customer loyalty.
How to stand out above the competition
The best way to differentiate yourself from the competition and excel is not only to meet the needs of our customers but to exceed their expectations. It is such a simple idea that it seems easy to achieve. But not everything is as easy as it seems. To arrive at the answers and the desired result, we must first learn to ask ourselves the appropriate questions:
What do your clients really need?
A customer never searches for products or services. Find solutions to your problems. The creation of value of your product will depend not only on the quality or the price but on the perception that the client has about it. And these perceptions will always be subjective. What is considered valuable is not the product itself, but its usefulness. So the real question we should be asking is what kind of solutions am I providing to my clients?
What things can't they get from your competitors?
What things can you offer exclusively? You could try to differentiate yourself by marketing a unique product or service, difficult to imitate; or also to be very efficient in production and achieve lower costs than your competitors; or stand out in personalized service, friendliness, quality of care, after-sales; o incorporate modern computer systems that streamline and facilitate all processes; o establish your business in strategic areas that facilitate location; or open a web sales channel, etc. There are many, many ways to be different and stand out. You just have to put into practice the ingenuity, creativity and the will to want to have excellent results.
Define a clear strategy
Once you know exactly that you can meet the needs of your potential customers, you will have to establish the way you will. The success of an enterprise will not only depend on the product or service that is marketed, but mainly on the plan that you use. Many good products can fail in sales because their sales or distribution strategy fails. Conversely, many medium-quality products can be highly successful for being well communicated, from gondola display, marketing, or word-of-mouth advertising.
Final recommendations
Absolutely all the knowledge and strategies you can use will lose their meaning and effectiveness if your clients detect essential flaws in good care. It is essential that you have the appropriate team, with the necessary skills to provide a warm customer service and excellence-oriented. Human talent is the basis of all strategy.
- Maintain a careful image of your staff and your business. Be friendly, cordial, warm and respectful. Provide information that is clear, precise and reliable. Do not argue with your customers. Never cheat them, or lie to them to sell them more. Do not promise things you can't do. Ask your customers to suggest improvements and listen carefully to their recommendations. Be flexible. Listen to their complaints and think more about the solution than looking for the reason for the error. Always try to exceed their expectations. Treat them as you would like them to treat yourself.
