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Being different

Remember when you were a kid all you wanted to do was fit in.  Be like everyone else.  Not that you’re an entrepreneur – the last thing you want to do is be like everyone else.  What makes you so special? Kinda has a different ring to it now that you’re are no longer in the third grade, eh?

What do you do different?

I teach business planning to entrepreneurs. What do you do different? This is always the first question I ask. Are you faster? Cheaper? Better?

Understanding how we differentiate ourselves in the market is key to developing a successful marketing strategy and ultimately a successful business. If your customers have three options (or some amazing multiple thanks to the Internet) why do they do business with you? Why do they come back? Do they come back?

One of the key ways a new business can differentiate itself is through customer service. Call any major corporation for assistance and if you are lucky enough to get a human – you are likely talking to a remote call center half way across the world – once the operator grills you on such things as what is your mother’s maiden name, where did you go to high school, and what is the name of your first pet – you will then get to enjoy their scripted dialogue which does little to solve your problem.

When your customers call your business, do you answer the phone? With Caller ID, I can typically answer the phone “Hey, Bob – what’s up?” I am connected to my customers, they are talking to the key decision maker – OK, I am also the chief bottle washer and all around guy Friday – but I’m still the decision maker.

If your not sure what makes you different – ask! You may get some amazing insights.

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