Remember how your mom told you that you were special and soon after you realized that everyone’s mom told them that? Its true that we all have something unique that we can offer to people. You company also offers something unique to its customers.
When I used to go to a lot of networking luncheons I remember hearing: “Make sure to meet with people face-to-face outside this meeting. Even if you already think you know what they do, everyone has a unique perspective and background. So get to know them.” The more I listened to this advice the more true I realized how true it was. We all come from different experiences that shape us and in turn our businesses.
How do you find that one thing you can capitalize on that makes you unique? First off, just try talking to your customers. Ask them why they used your services, what made you stand out, and if you do repeat business, why they keep coming back. You might already be doing something unique and not realize it.
Think about your competitors. What do they offer, or better yet, DON’T offer? See if you can try to offer something they leave out. Or just ask your potential customers and target market what would influence them most to buy.
Once you’ve figured out what it is that separates you from everyone else, market it. Make it part of your branding (or maybe a specific branding campaign). Do you offer the fastest wait time for customer service? No one is going to know if you don’t talk about it. Do you capitalize on a certain market (like chiropractors?) and serve them better than anyone by knowing their exact needs? Go to a chiropractic association meet-up. Add some keywords to your website about what makes you special so people will find you.
Caution: whatever you claim makes you special must be real. Back it up. If you offer fast wait time, be super fast. And if you do happen to make a mistake be sure to offer something in return (like a discount if you don’t delivery in 30 minutes). You don’t have to guarantee great service, but you should make a point of bending-over backwards to provide it.
What’s special about your company?