by Johnny Gailer
When competitors offer the same products and services as you, it's very easy to become viewed as a commodity peddler. And as such, the only things you can compete on are price and terms. To avoid the "commodity curse," here are 4 ways to differentiate your company!
- Give free information to position yourself as an industry leader.Engaging in social media and social networking events is all the rage now. But how can you use these tools to really differentiate your company? One way is to provide useful information for free. This will set you apart from your competitors and position you as an industry leader and trusted consultant. Once you've established this perception, you have earned your customers' trust. And when they need someone to turn to, they'll be wide open to receive what you want them to hear.
- Maximize PR and industry-related interactions. Whenever possible, engage in public speaking, or distribute news from your company. Hint: Local news sources are desperate for news. Giving them articles that highlight what your company is doing equals free advertising for you.
For example, you could send a newspaper an article that lets them know how a locally owned company (yours!) is working with contractors to help upgrade all the toilets and sinks in the local school, or how with the help of your company the local sports team was able to upgrade their facilities. Or let the newspaper and radio station know you were awarded a national honor amongst Winwholesale companies. And of course, you can provide articles about upcoming events - like customer appreciation and Vendor Demo days.
Write your own articles and news to submit for editing so you can subtly include value-proposition statements and benefits, while maintaining control of the image displayed to readers.
- Communicate specific value propositions. Value propositions communicate to your customer why they should do business with you. It is important your business finds and creates value propositions that stand out from the competition. The best way to do this is to get specific.
Which is more powerful: "Fast Service" or "We'll load your truck in less than 7 minutes"? "Friendly" or "We will welcome you by name when you come through the door"? "Knowledgeable Staff" or "Our team includes experienced (Plumbing/Electrical/HVAC/Industrial PVF) professionals who worked in YOUR field before they worked for us"?
Make sure you give a specific reason for them to do business with you. Otherwise your company will just be another supply house that has people that smile and can get them the part they need (which sounds a lot like the big box stores).
- winonhold.com On-Hold Marketing and Answering Services. Take advantage ofwinonhold.com On-Hold Marketing and Telephone Audio Branding Services, which can help your business display the image of a company your customers can trust. When customers hear messages while they wait on hold filled with your brand, your products and services, and your value propositions, they will view your company as more substantial (and therefore more trustworthy) than companies who force their callers to listen to silence, beeps, music, or the local radio station while they wait on hold. If you've been torturing your customers with any of these awful displeasures, please stop and call us right now at 888-465-3661.
I hope you'll use these four ways to set your company apart and win more business: 1. Give away free (helpful) information, 2. Maximize PR, 3. Communicate specific value propositions, and 4. Use winonhold.com to differentiate your business from your competitors.
So don't become a Commodity Peddler! Differentiate today!