For a business to grow, it takes more than just being noticed; you need to stand out from your competition. All businesses have competitors – those companies which are providing products similar to what you provide. But what makes a prospect choose one company over another when there is little difference between each company’s offering?
That’s the question we set out to answer by checking in with some of the top thinkers in marketing, and we’re sharing our findings below (along with links for further study). Keep reading for 3 ways to make your business stand out from the competition.
1) Be Authentic. No one denies that first impressions are important, but Seth Godin insists that every impression is important because you don’t know which of those impressions or points of contact between you and your prospect will be the one that sticks.
Every piece of your marketing needs to be authentic, full of integrity and grounded in your company values. When you do this, you don’t have to constantly reinvent the wheel to present a perfect persona: you are simply authentic, and in our current atmosphere of marketing overload, authentic is refreshing and attractive.
Read more about Seth Godin’s take on marketing authenticity at Blinkist Magazine.
2) Forbes thinks offering a guarantee is a great way to make your business stand out. Seems risky at first glance – to offer a 100% satisfaction guarantee – but you really shouldn’t be selling something you don’t have enough confidence in to offer a strong guarantee!
At the end of the day, people don’t want to invest in something that they may later regret. If they know they are protected by a guarantee, they are more likely to take the leap and do business with you.
3) You knew it was coming: if you want to be unique and stand out from the crowd of competitors, create an outstanding customer experience.
Let’s start with this quote from an article written by Vala Afshar at Huffington Post:
Customer experience is the last source of sustainable differentiation
and the new competitive battleground.
— Tiffani Bova, Gartner Vice President and Distinguished Analyst
That’s powerful. And it means that each of your customers needs to be treated like VIPs. A good rule of thumb is to make them feel as if they are your only customer. Not only is this necessary to make your business stand out, but customers are now expecting and demanding excellence in their experience.
And what’s in it for you? Likely increased revenue, as the article goes on to site this statistic:
Research shows that 55% of consumers are willing to pay more for a guaranteed good experience. Kolsky points out the word ‘guaranteed’, noting customers are no longer satisfied with just being promised a good experience.
It may cost you to provide exceptional customer service, but in the long run, it’s worth it.
Your homework: think of at least one way you can improve your company’s performance in each of these areas. How can you be more authentic, how can you let your customers know you guarantee your products and how can you delight your customers with a legendary experience?
Will you share below in the comment section?