Summary: Differentiating your business from a whole host of competitors can be tough and most of us fall back on what we think we should say when asked how our company differs from the rest. ‘We offer a professional service to the highest standards of quality.’ But your competitors say that too! ‘Our prices offer fantastic value.’ Well, unfortunately the prices of your main rivals do as well. What is the real and valuable difference between your business and any other in the same crowded marketplace? <br> This is exactly the issue that we are challenging on this episode of Excellence Expected and joining us to offer his expertise is Andy Hanselman. Andy believes that the most successful businesses ‘Think in 3D’ meaning that they are ‘Dramatically and Demonstrably Different’. That is, that the difference between them and their main competitors is geniune and valuable to their customers. Thinking in 3D goes beyond the platitudes that many of us are guilty of using when describing how our businesses stand out from the crowd.<br> Not every business already has a difference to work with but it’s something that you can work on in a number of ways. Consider your ideal client and think about what you would need to do to attract and keep them. If you can narrow in on the customers that you find ideal, you will be able to differentiate yourself within your niche by doing everything you can to make a particular type of client happy. That will attract more clients of the same type. The best differences are those things that your competitors aren’t doing or, even better, can’t do! If you can provide these things, then you will be one step ahead of the rest.<br> If you still think that you and your business are just like others in your industry then remember the power of your personality. You may be selling the same products at the same prices as the business next door, but how you deal with clients is unique to you. Make sure to delight your customers with deeply memorable customer service and you could well have them as clients for life!<br> Listen to this episode of the number one small business podcast to hear more about Andy’s philosophy and what you can do to differentiate your business from the rest.<br> Issue Challenged in this Small Business Podcast: <br> How can I differentiate my business from those of my competitors?<br> About Andy:<br> Andy Hanselman is a consultant, business coach, public speaker and author with over 20 years’ experience of helping businesses achieve more. Throughout his career, Andy has seen that it’s the businesses that ‘Think in 3D’ that succeed. These are the businesses that are ‘Dramatically and Demonstrably Different’ from their competitors.<br> Andy’s joining us on this episode of the number one small business podcast to discuss how you can stand out from the crowd, create remarkable experiences for your customers and build the culture you want and need for your business.<br> Actionable Tips:<br> <br> * Choose ‘em or lose ‘em. Identify who your best customers are. How you measure best is going to be different for everyone, but think about value for money and value for time. Work together with your staff and get their feedback. Once you’ve identified your best clients, work out what’s important to them and adapt your business to suit.<br> * Create a dialogue with your best customers. Open up to your customers and ask them the reasons why they do business with you as opposed to your competitors. Ask them their opinion on what makes you special or even what they would like to see you do better in the future. Your customers have a wealth of information that can help you create a more 3D business, all you need to do is ask!<br> * Stand in your own queues. Experience what it’s like to be a customer of your business. Ring up, check the website or sit in the foyer. See things as your customers do and you’ll be able to remove some of the blind spots that you have about your own business.
