Do you know what makes you different from your Competitor?
If you want to stand out from your competitor then this article is for you, read on!
Ask Fundamental questions?
Remember in my article on Permission Marketing I talked about actually drawing your customer and knowing what they potentially look like! Funny perhaps? Well in a way you need to go back to this – what I mean is you need to drill down and be very specific about your business – not always an easy task but extremely important and necessary.
Let’s start at the beginning
Question 1 - what is your business what does it offer, in terms of products and services, write it down?
Question 2 - who are your target sectors…? Create your target list.
Question 3 – in your target sectors, which are the main groups/associations in this area, can I learn anything from them -research them as best you can. See if you can partner with any of them (pick one at a time), so you can attend their AGM’s, Seminars to showcase your products and services.
Question 4 - who are your competitors in this target sector, and what do they offer? Now ask yourself what do you offer that they don’t and is it something that’s a big difference? Sometimes nothing major will stand out, you need to pick something that’s not easy to copy and it would require a competitor a longer time to catch up?
Once you have answered all the questions above, it gives you a clearer picture of your company and you can now start to identify a remarkable difference. Don’t get too bogged down here, some clients say well I don’t actually know or I don’t think I have any, yes you do!
One differentiating point could be your Customer Service and this will stand out to all your customers across all target sectors – why not pick this as your remarkable difference? It may sound simple but it will actually require hard work.
I don’t know about you but not many companies stick out in my mind for customer service (that they actually deliver on) and if you provide a service offering rather than a product, your customer service in particular should be exceptional.
Keep it Simple
Draft a system on how you will deal with your customer enquiries no matter how big or small. This should extend to how all your staff will answer the phone, deal with the client query to after sales and even customer complaints.
Once you have drafted this it’s now time your staff are trained and adopting this new way of working.
You don’t have to hire the best Customer Service Training Guru out there, (unless you’re really short on time and have bags of money) My tip read Customer Service Training for dummies (see link below)- from this I outlined my own customer service training and it can help you do the same.
Make your Customer’s aware of your Remarkable Difference
You can market your remarkable difference in this case “Best Customer Service Company” by looking to your local Chamber of Commerce, Enterprise Board and entering in their Business Awards, this way your company gets lots of coverage even if you don’t win.
You may get shortlisted and this is something you can tell everyone, on your website, in your direct mail, in your newsletter to your customers, in your blog, in your social media sites, in all your marketing material, ask your local paper to run a feature on you and your company regarding this topic!
Ensure you get the most out of it, it just means putting in the initial ground work.
What customer does not want to receive exceptional customer service? There is not a lot out there and why not strive to become the best in your industry?
However one caveat – if you advertise that you offer exceptional customer service – you need to keep delivering and keep investing in this. Other benefits of delivering a great customer service offering is that over time you will begin to see a positive cultural change in your organisation too.
So let’s get started today!
For more information on this topic or help in creating your remarkable difference, please contact me now at lisa.kearney@enova-software.com
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Filed under: Business System, Competitor Analysis, Customer Service, Customer Service Strategy, Customer Service System, Differentiating, Marketing, Permission Marketing, Remarkable Difference | Leave a Comment
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