WHY DO YOU WANT TO BE DIFFERENT????
"It's Not Easy Being Green" Kermit the Frog
Do you know one of the fundamental differences between a business developing a new clientele base and a business stagnating has a much to do with their offering?
What do you have that would make me want to try your services instead of staying with my current provider? Any competitor trying to grow their business will be right up there with you advertising, marketing and networking. When potential clients are conducting their due diligence what do you have to offer that will make your business shine?
If there is nothing you can think of that is special between you and other providers, then people have no reason whatsoever to choose to work with you. No matter how good your product is, if you advertise and market it as plain vanilla and your competition is marketing it at 31 flavours with whipped cream, sprinkles and a cherry on top, it is easy to see where the clients will be heading.
Take a good hard look at how you describe your business and what you are offering. Can you determine a quality (or even better 'several' qualities) that makes you different compared to all the others?
If you can't find a difference then you must create one. If you already know what differentiates you, that's awesome... but how are you using that information to your advantage?
This difference has to be like a dangling carrot; people can't help but to want it.
If you are struggling to find a difference or market advantage, look at your competitors and talk to your customers. Find out what could be missing and how the current way you do things could be improved. There is always at least one thing, usually more - perhaps you can bundle two or three powerful market advantages together.
This difference needs to shine out in your elevator speech and be echoed in your subsequent discussions. You should be able to present it with ease and it should be clear and precise. Sometimes when you are too close to any subject matter you can forget to explain it from the basics. Take a step back and ensure a general audience would understand. Your elevator speech should also be clear and practised until it flows - otherwise, it makes networking much harder.
Project yourself as a great networker by being prepared, as well as being a great supplier or specialist in your profession.
Remember at the end of the day we are all here to grow our businesses. Know what you provide and how it is different!! This information will help others to remember your business and become your business advocate Being "Green" may not be easy but it is vital to the growth and development of your business!!