It doesn't matter what
type of business you operate, you're bound to face competition when
fighting for your slice of the market. Customers are more cautious
than ever when it comes to purchasing products and services, so
winning over new ones and upselling the existing ones is a real
challenge.
Why would they buy from
you rather than from your competitors? Here are 7 ways to help you
differentiate your small business offer from the competition.
1. What makes your
business different?
To start, ask yourself
this question. What is it that truly makes your offer different from
your competitors? Have a look at small businesses that offer similar
products or services. Research your competition from the perspective
of your customers. Why should they buy from you instead?
2. Get customer feedback
To gain more insight
into the perspective of your customers, ask them why they chose you
in the first place. Conduct a customer
feedback survey to help
consumers articulate your strengths, weaknesses, and defining traits.
Why do they continue
doing business with you? How would they explain your brand to others?
Perhaps you could set up new opening
hours or open a new store in a
different location? You might not know what makes you special, but
your customers certainly do.
3. Offer a unique
value proposition
Differentiating your
business just to stand out from the crowd isn't a good idea. You
should help you customers understand that nobody else can offer the
kind of value they're getting from you. You should strive to make
your product or service better, offer great pricing, or more value
for their money.
4. Make your brand stand
out
Once you develop a
unique value proposition, you'll be able to build a recognizable
brand. You need a great logo that will help remind customers how
different (and better) you are from your competitors.
Branding should be the
core of your marketing strategy. Organize your communications with
customers around your branding to emphasize your uniqueness on the
market.
5. Go against the current
Nothing can differentiate
your business better than this smart strategy. It's easy to follow
the current and adopt techniques which work for your competitors. But
if you want to win in this game, try to do the opposite of what
others do.
Dare to rewrite the rules
of doing business in your industry. Do it gradually – otherwise you
risk distracting consumers from the value of your product. Allow your
customers to get used to the new standard, and they'll always choose
you over your competitors.
6. Build trust with your
customer base
Customers are more
careful and well-informed then ever. They scrutinize each purchase to
ensure that they're making a smart and safe decision.
They'll surely look into
your company before deciding to buy your product or service. They'll
research your background, check online reviews of your products, your
company history or even staff bios. They'll want more information on
what other customers have experienced.
Help them get this
information.
Include testimonials and
reviews on your website. Open a message board for customers to
exchange information about your product and offer each other
feedback. Help consumers trust your company, and you'll become their
first option.
7. Emphasize
sustainability
To boost consumer trust in
your company, show that you employ good business practices. Are you
affiliated with any charities? Is your product green? Show your
activism and get involved at the local level. Encourage consumers to
participate as well. This type of engagement will help you stand out
among your competitors.
These tips are bound to
help you differentiate your brand from other small businesses
occupying the same competitive market.