Find the Differences that Matter to Beat the Competition
Customers will always compare your small business to your competitors. Their frame of reference for evaluating you is often if you are better or worse than what they’ve experienced in the past. If you learn what irks customers about competitors and excel in those areas, you will have a significant competitive advantage.
Not every difference matters. Customers probably don’t care if you’ve been in business 15 years, while your competitor has only been around for three. They might not even care that your certifications are more thorough. You must find the meaningful differences that can set you apart from the competition in the customer’s mind.
Let’s take my experience with construction contractors as an example. What really matters to me in a contractor is that he answers my call or calls me back the same day. I want a schedule that actually means something. When there’s a problem, I want him to tell me about it right away. That seems like basic customer service, doesn’t it? But compared to most contractors, a firm that meets those criteria will win my loyalty and business.
For some industries, being better than competitors is pretty simple. You just have to be aware of the differences that matter. How will you learn what matters? That’s also pretty simple. Ask your customers. They will tell you.
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