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Many products or service are so similar to each other, it’s hard to discern a difference between them. When we interview clients and ask how they differentiate themselves from their competitors, we often hear “quality service.” How often do you see or hear the worlds “quality service”? So overused, it’s become a generic term that’s virtually meaningless.
If you can’t pinpoint a competitive advantage, create one. Survey your competitors, then one-up them with a special service or offer that sets you apart. For example:
- If you run a dry-cleaning business, offer home or office pickup and delivery
- If you’re a real-estate broker, offer moving-coordination services
- If you’re an accountant, offer tax consultations for $300—but free to existing clients
- If you own a bicycle shop, offer free tune-ups for the life of every bike you sell
- If you’re a lawyer, offer house calls to the homebound
- If you sell computers, offer free service for the first year
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