With every passing month it becomes increasingly important to separate your business from the competition. Gone are the days of copying and undercutting. You have to get out of the commodity business and shout about what differentiates you from the rest.
So, how do you do this or has your mind gone blank with all the Covid uncertainty. This was the subject for discussion by members of the Business Exposure Group at our recent meeting.
One of the big differentiators at the moment are those businesses which pursue the face to face meeting in a Covid safe way. Many larger businesses are following business rules which prohibit meetings and demonstrations etc, but many SME’s are able to take advantage of those businesses on hold, and provide what the customer wants. It’s a great time to steal a march on competitors.
Equally take a look at your current customers, is there a common element among your best customers. Interview them and ask why they choose to work with you, why they stay and why they refer others. Study your competitors to establish what you could do better and what don’t they offer.
Focus less on traditional marketing and more on customer experience. Get personal with your customers, get to know their life story and find out the real reasons why they buy your products. Build a relationship with them so they move from being account number 2367 in your ledger to customers with whom you have a real relationship.
7 months into this Covid pandemic. It is now time to act not react!