How can you differentiate yourself in a highly competitive field? What if you are selling the exact same service? What can you do to grow your business in tough times where the only differentiator seems to be price?
Here is the first of three ways to make your company objectively different than your competitors. Contrary to what manufacturers want you to believe these are also in highest impact order.
Superior Sales Systems
You may have the latest and most innovative system but without sales you have idle equipment in your warehouse. Most companies focus on getting the newest gadget and fail to enhance the highest priority differentiator in any industry-sales systems.
Many great inventions have gone with their inventors to the grave because they were not brought to the market. Don’t let this happen to your company. Focus on increasing your sales and marketing skills and systems. Focus on creating actual sales systems that are better than your competition. Then, even if you cannot afford the greatest new extractor or piece of equipment, you can beat you competitor.
I own rental properties and have one where the weeds are getting out of control. I went to the internet and found four companies that told me they were “The Best.” I entered my information in their “Contact us” field and asked for someone to contact me so I could get that yard taken care of.
- Company A called me within 10 minutes of my sending the request.
- Company B called me the next day
- Companies C and D never contacted me.
Company A got my business because not only did they call me right away, the sale person answered all my questions, set my expectations, and closed the deal on the first call. The other three companies did not have a chance. Who knows. Maybe company B, C, or D have more efficient machines, more green chemicals, or better customer service. They might have what they think is a competitive advantage but without superior sales force they have nothing.
Next time I will share with you what your second best differentiator is.
