In Part 1 we defined what an ideal prospect would be  (i.e., they must be profitable and referable). Now I'd like to discuss the next part of the strategy:  defining your core difference. Do you know what differentiates you from your competitors? Why do your customers prefer your product or service?

 

Business owners will often say Customer Service differentiates them. Really? Would any business claim to have BAD customer service? You have to dig a little deeper than that, but how do you know where to begin? How about asking your customers? For example, some questions you could ask them include:

 

• Why did you decide to hire us?

• What’s one thing we do better than the competition?

• What could we do better?

• Why have you referred us? 

• What would you Google? 

 

Don't ask just anyone. Pick 10-12 of your best customers (remember they should be profitable and have referred you), call them up and ask them. If you feel uncomfortable asking these types of questions, then have us interview your customers. Often, customers are more candid talking with an objective third party.

 

Business owners typically find out their key differentiators are not the things they thought. One architecture firm discovered that contractors liked them because they were paid faster. Customers liked a construction contractor because they cleaned their work area every day. The value of knowing your core difference is HUGE!

 

Once you know what makes you special in the eyes of your best customers, you can create a core marketing message that will attract similar ideal prospects. Your marketing won't appeal to everyone but it doesn't need to. It needs to appeal to those customers that get the most value out of your service!