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What is the quality make you different compared to all the others?

Image As a business consultant, let me get right down to business and ask you, "What exactly makes you so special?" I feel people beginning to squirm. Let me clarify, I'm not referring to 'you' as a person, but rather 'you' as a business. Humm, that didn't stop the squirming. The reality is almost all of us have competition. Your business competitors are likely working just as hard as you at their advertising, marketing and networking. When potential customers conduct their research (and thanks to the internet which know just about everyone will), what's so special about you that it makes your business shine?

If you, as an entrepreneur, are hesitating about what makes your business special, then you my friend, have a problem. No matter how good your product is, if you advertise and market your business as plain vanilla and your competition is marketing almost the exact same thing as 31 flavours with whipped cream, sprinkles and a cherry on top, then it is easy to see where the customers will be heading.

Take a good hard look at how you describe your business. What is the quality (or even better 'several' qualities) make you different compared to all the others? As the business owner, if you can't find a difference then you MUST create one. If you already know what differentiates you, that's great... but how are you using that information to your business advantage? This is your market advantage.

This difference should be like a candy to a child, or a win for the Leafs fans (if ‘winning' and ‘Leafs' really does exist); customers need to want it. For example, think about when a new smartphone is introduced, or when a much anticipated movie is released, customers start lining up way before it's accessible. This is what I am referring too, but for most of us, it's on a much milder scale.

If you are struggling to find a difference or market advantage, look at your competitors and talk to your customers. Take a step back, and have a professional help you analyze your business. Once you determine your market advantage, it should shine in your elevator speech and be echoed in your subsequent discussions and marketing. You should be able to present it with ease and precision.

By knowing the true benefit of your business you can clearly convey this message to others. As a professional networking facilitator, I can ensure you that you come across as a stronger networker because people understand what you do and they can refer you. Customers and other business owners will also see you as a strong entrepreneur.

Remember at the end of the day we are all here to grow our businesses. Knowing what you provide and being able to sell it as 31 flavours with a cherry on top is vital to business success

Karen Baring


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