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Sep 21
2006

Differentiating Yourself from the Competition

Posted by: Steve Marr

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Customers have thousands of choices every day about how to spend their valuable time and money. Your challenge is to rise above all competition with your business in ways that get you noticed and entice customers to buy.

 

Suppose you want to buy gravel. On the surface, all gravel is the same. Or is it? One company may offer the best price. Is that the only issue? The cheapest company may not deliver for three weeks or may not allow you to select the day. You may pay more for a Friday or Saturday delivery that allows you to have the weekend to spread it out. Another company may charge more, but offers the service of doing the spreading for you. Gravel dealers will compete based on price and service.  


Based on your business mission, you will do what others are not able to do as well — and this is a key point! For example, Mike, a web designer, has an edge on creating church web sites priced between $500 and $1,000 and can train customers easily to maintain their sites without hiring a technician. He is able to target customers who need a simple web presence and can manage the content with the tools he builds. The competitive difference is the modest cost and the ease of maintenance by any church staff person.


An art gallery may allow customers to try artwork at home for 30 days to see if they like it before the purchase is final. This return privilege is another competitive advantage and can generate business.


Determine what you can do best, how that difference will be attractive to customers, and then you can communicate your message to customers and land more business.

Steve Marr, Your Christian Business Coach

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