Is Your Business Unique?

In many of my sales and marketing seminars where the participants represent a single industry, I’ll ask them to list the attributes that make their company unique. They have no problem making a nice list. Problem is, most of the items on most of the lists look mostly alike! It’s typical to see all the lists with attributes such as service, customer focus and technical superiority.

When all the lists sport similar attributes, it makes me wonder, “Just how unique IS your company?” When your competitors describe their company’s attributes just as you do, can your customers be far behind?

If your company is just like every other company in your industry, you’ll soon find yourself competing in that one category in which you don’t want to compete – price!

What makes you unique is probably not that you care about customer service, Everybody does. It is not unique to say you focus on the customer. Everybody does. It is not unique to have advanced technology. Everybody does or they won’t exist in the marketplace very long.

What makes you unique is how you deliver service, how you focus on the customer, how you apply technology for the customers’ benefit. Unlike the answers to the survey I give in my seminars, the points of difference between you and your competition can be dramatic.

If they are not, you’ll look like everyone else and you will not maximize your profit potential.

You need ideas that will help you implement effective marketing strategies that will differentiate the way your customers experience your products and services and the way your prospects experience your selling process.

Determine How Unique Your Business Is