Marketing commentator Graham McGregor says memorable points of difference can help ensure customers return. Image / iStock
A big challenge that many of us face in marketing is that we often have a lot of competitors.
So what can you do to encourage potential customers to choose your business over many of your competitors?
One area you might like to think about is this one:
'How do you do business? ('How you do business' is often more important than 'what' you sell.)
Here's a good example
Many years ago we had some extensive renovations done to a property that we were living in.
We used around fifteen different tradespeople to help us, including an interior designer, three builders, a plumber, a gas fitter, a plasterer, two electricians, a carpet layer, two tile layers, a painter and several others.
Two years later we were talking about which of these trades people we would happily recommend to any of our friends.
We were quite shocked to discover that we would only recommend one tradesperson without reservation.
What was this tradespersons secret advantage? Was it the quality of his work?
Not at all. He did good work, but so did many of the other trades people we used.
Was it his prices?
Again no. His prices were reasonable.
Was it his excellent follow-up service after completing his work?
Definitely not.
One thing that every tradesperson had in common is that we never heard from them after they have done their work.
No follow up phone call, no thank you note, in fact no follow up communication at all.
Our star tradesperson is a plumber named Brendon who we have used several times now.
Brendon does good work, but more important he does one thing that we really like. He always shows up on time.
That's it.
None of the other trades people we used for that home renovation showed up on time consistently. They would say something like "I'll be there tomorrow at 8.30am" and show up at midday.
Brendon's unfair advantage is that he always shows up on time. (We really appreciate Brendon showing up on time so we are delighted to recommend him.)
Interestingly enough I saw a sign on the back of a local electrical contracting firm a few days ago.
The sign said:
"On time, every time and we clean up - guaranteed or the first hour is free!"
'How you do business' could be 'when' you are open for business.
I've written before about the 'Vampire Dentist' in Los Angeles.
He set up a dental practice that was open between 6pm and 6am only. So he was only open at night (Hence the name).
This dentist chose to focus on shift workers who were often not able to attend a dentist during normal business hours. (One group of workers he targeted was people working in the movie industry who often worked unusual hours.)
And his dental practice thrived for many years as a result of doing this.
'How you do business' could be the 'unique package of services' that you offer.
A good example is a brand new business in Auckland, New Zealand I came across a few days ago.
The business is called Sales Syndicate www.salessyndicate.co.nz and is essentially a high level networking and mentoring programme specifically for Sales Managers.
Sales Managers who join the Sales Syndicate meet once a month for four hours with other sales managers in non-competing industries.
In each meeting they get high level training, coaching and mentoring on sales management.
Only one sales manager in any industry can participate in each Sales Syndicate group and membership is on a month to month basis. So there are no long term contracts and members can stop membership at any point.
What I like about what Sales Syndicate is doing is the unique package of services they are providing to sales managers.
They are offering them coaching, training, mentoring and high level networking opportunities with other successful sales managers.
This unique package of services not readily available from other business or networking groups.
Changing 'how you do business' could be just what it takes to make it easier for many potential customers to choose your business over many of your competitors.
And it could be worth spending some time thinking about.
You do not merely want to be the best of the best. You want to be considered the only ones who do what you do.
Take Action:
Take a good look at 'how you do business'.
Is there a particular group of customers that would really appreciate how you do business?
How can you promote how you do business to these customers?
The data show Rotorua has the highest proportion of burglaries in New Zealand.