The Pipeline Guest Post – Megan Totka
One great way to make your business rise to the top is to focus on what makes it different from the competition. What you do with that realization can make your business. Get more out of your selling time and learn why your business is different from the competition — and why your differentiators matter to your customers.
There isn’t a single business out there that can thrive by selling products at a reasonable price exclusively. Here are five tips for integrating your differentiators into your everyday sales.
1. Understand your business differentiators and how they benefit customers.
Even if you’re selling a service or product in a competitive space, there is always something that makes your business stand apart from others.
Think about the anti-aging market. How does a company make its skincare line stand apart from the other ones out there? While price is important, hone in on what else there is to offer customers. How can you help them? What can your products do that other skincare products can’t?
As a business owner, you need to focus on your value-added difference and that will help distinguish your business from all of the others like it. It’s also vital to know and communicate to your customers what makes your business one of a kind. Make sure you can explain to your customers what impact your differentiators have on them. Focus and advocate for those differentiators – this is one of many ways to attract more new business.
2. Understand your competition and how to sell against them.
To help refine your own differentiators, it is helpful to grasp what your competitor’s differentiators are too. Get to know their strengths and their weakness. It’s important to understand the ladder – it can help you can step up your game in those areas. If you do lose a sale to the competition, go ahead and be brave: ask why that prospect chose to do business with them instead of you.
3. Always have integrity.
In a recent study by The Institute of Business Ethics, it was found that companies displaying a commitment to ethical conduct outperform companies that do not display ethical conduct. No one trusts or wants to do business with a salesperson that is dishonest and stomps all over competitors in an over-the-top sales pitch. Stay true to your business core values – and to yourself. Avoid highlighting the competition’s negatives – just be better about explaining your positives. Selling isn’t an effortless business, but a salesperson with integrity – someone who does the right thing at all times – is a massive differentiator and goes a long way to creating a compelling experience for their customers. Building a reputation of integrity takes years – but it only takes a few seconds to lose.
4. Integrate your differentiators into your marketing messages.
As you develop a marketing platform, make sure your differentiators play a big role in it. Your sales and marketing operations should be ingrained and clear so your customers can plainly see why you are the business he or she should chose to support.
5. Ask — and listen to — your customers’ wants and needs.
Your customers are the ones who can really help you figure out how to succeed in the business world. What matters to them? For a moment, step outside of your business box and look at it from a customer’s point of view. This can help you change your sales pitch and marketing message to focus on what exactly will help you seal the sales deal.
There are a lot of great businesses that offer good products and services. In order to make your business stand apart from all of the others out there, always remember to operate with integrity. Take the time to understand your differentiators and keep those at the forefront of your mind. Always listen to your customers and focus on what they want and need, not what you want to sell them.
How do you convey your differentiators to your customers? Has it helped you find success?
About Megan Totka
Megan Totka is the Chief Editor for ChamberofCommerce.com. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide. She specializes on the topic of small business tips and resources and business news. Megan has several years of experience on the topics of small business marketing, copywriting, SEO, online conversions and social media. Megan spends much of her time establishing new relationships for ChamberofCommerce.com, publishing weekly newsletters educating small business on the importance of web presence, and contributing to a number of publications on the web. Megan can be reached at firstname.lastname@example.org.