Right now, there are potential customers considering your services and deciding whether to choose your company or a competitor. Unfortunately, most of them can’t see much difference between the two of you.
To differentiate is to stand out in a crowd. It’s to be set apart in a way that distinguishes and separates you from everyone else. But it isn’t enough just to be different; you must be different in a way that’s meaningful.
Unless you want to compete on price; you have to clearly differentiate yourself from your competitors. You have to have a tiebreaker and give potential customers a reason to say, “OK, that’s the difference. That makes my decision.”
MarketingExperiments.com reports most companies, when asked what their most unique aspect was, answered, “Our great customer service.” The bad news is, the same response from your company won’t cut it, because it’s what your competitors are saying as well.
Can you readily provide specific, measureable and relevant evidence that justifies hiring your company instead of your competitor? Surprisingly, most companies can’t. All they offer are intangibles such as great customer service, longevity in business, and similar, uninspired responses.
When you consider how much work goes into attracting new business, doesn’t it make sense to be at your best at that most important moment — the one that hopefully precedes the closing process?
The good news is you probably have multiple differentiation points right now. You’re just not acknowledging or marketing them.
Throughout the years, I’ve recommended one valuable response when customers ask, “What makes you a better choice than your competitor?” Here’s the response, which begins by repeating the question for emphasis. “Why should you hire my company? (Pause for emphasis) I can give you five reasons.” That’s powerful!
Effective Differences
For example, is your company able to make any of the following claims to separate you from the pack?
■ Proud participant in the U.S. Environmental Protection Agency’s Pesticide Environmental Stewardship Program (EPA PESP)
■ Earned the QualityPro seal from the National Pest Management Association (NPMA)
■ Offer a 24/7 response team
■ Offer an on-staff entomologist
■ Care for customers like members of the family
Regardless of whether you can lay claim to the above differentiation points, it’s imperative to lock into and promote your unique selling proposition (USP). If you don’t, your savvier competitors will leave you in the proverbial dust.
Success in sales and marketing depends on your ability to differentiate your service in a crowded field. Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage. To succeed in business, you have to think different, not necessarily better.
Are you up to the challenge?
Seven steps to spreading the word
After you’ve recognized how your business differs from other businesses, you need to convey that unique selling proposition (USP) to your customers and prospective customers. Here are seven ways to communicate the message:
1. Train your staff to deliver a consistent message, highlighting your differentiation points.
2. Blog about your successes; highlight projects that showcase your uniqueness.
3. Testimonials from clients attest to why they chose your business.
4. Create a slogan highlighting the unique aspects of your business.
5. Update your brochures and other marketing materials to spotlight your differences.
6. Develop an offer that highlights these differences.
7. Write an email to clients and prospects that focus on your uniqueness.
Goldglantz, president of Pest Control Marketing Co. and author of “Marketing Matters,” can be reached at hgpcmcinc@aol.com
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