Is there anything really unique or different anymore? Maybe there is, but it’s probably very rare and there is probably someone out there who is selling something that though different achieves the same result that you do but in a different way.
Even if you are unique or different you probably won’t be for long if you achieve any level of success or someone believes they can take your great idea and make it better or make money from it.
How do you really separate yourself from your competition?
It’s the age old question right?
How do I allow someone to buy from me when “x” number of people sell the same thing I sell?
I can already hear some of you saying; “I don’t have any competition.”
Yes you do! You just may not be aware of who it is or what they are specifically offering and how they are establishing themselves as more competent and credible than you are.
We all have competition in some way and to deny that is not realistic.
What I’m not trying to do is to convince you to get hyper competitive. That will only lead you down a one-way street and I’m pretty certain you don’t want to go there.
What I want you to learn in this article is a way that you can earn the business from those who “should” be doing business with you because they resonate and connect with you and your message.
There are only two reasons I try to understand my competitors:
- I want to find out where my own areas of improvement may be at.
- To discover if there is a way to make them a friend and a collaborator. After all, we don’t all do the exact same things and not everyone is going like to me; so why not collaborate together where we can and do what’s best for the prospect or customer and for my business. (Trust me, I had to learn this one the hard way and you’ll see an interesting example at the conclusion of the article).
With that said; how do we help our prospects and customers buy from us if we sell the same thing that another company, organization or individuals sells?
Here are 3 ways to separate yourself from those who sell the same thing you do…
#1 – Know Thy Business
This is where knowing what business you’re “really” in is so important and critical to finding your unique voice and personality, and giving people a reason to buy from you.
When I ask a fellow business owner or entrepreneur “what business are you “really” in?” I’m simply asking for a quick, succinct and concise message of how my life is going to be made better by getting to know you and perhaps buy from you.
Is the message interesting, relevant, inspiring and are you going to make a difference in my life or business?
This question applies to both offline and online; in person and on your website and social media.
Think of it like this; whenever someone asks you “What do you do?” how do you answer?
It’s really the same question.
For 95% of us it’s either a quick tell them what we sell or we get too cute and make ourselves sound like a slick willy.
But what if you could say it in a way that is authentic, genuine and they know exactly the difference you make without ever telling them what you sell; yet they still know what you sell?
So what do I mean?
“Have you ever felt that something is deeply wrong with your marketing? Do you feel that you have a good business but it could be a BETTER business and all you need to do is figure out how to message your business in a such a way that you empower people to buy from you!”
Doesn’t that sound so much better than: “I consult, coach and train business on how to improve their marketing and sales.. blah, blah, blah.”
Sometimes at events I like to just watch the room. Occasionally I’ll notice that one person who’s talking and the other is pretending to listen. I sometimes wonder if the listener hears a voice that sounds like what Charlie Brown hears when he’s on the phone? You can just tell the listener isn’t listening, doesn’t care and his or her mind is somewhere else.
Here is the cool part… when you have done the hard work in your business and learned what business you are “really” in you can adapt and change your message depending on the audience.
If you’re in person you can ask a few quick questions to learn about them or if it’s online you can be really specific via landing pages or blog articles that talk to the individual’s problem, need or desire.
But, if you don’t know your business and you haven’t done the work to learn your prospective customers then it doesn’t matter. You will be stuck at just telling people what you do and to be honest they don’t care because they already seen a few others that look and sound just like you.
“Iny meany my nemo… I choose the one behind curtain number three.”
Congratulations you just became a prize in a game show.
The difference between you and your competitors is not in telling them what you offer. It’s in showing them you are competent and giving them a reason to connect with you at a personal level. If you can do that then you can establish a relationship but not before it; and then they will have a reason to buy from you.
#2 – Build Competency and Show People You Can Solve Their Problems
There are only two reasons that someone spends their hard earned money:
- They need to solve a problem.
- They just want it for their own reasons – enjoyment, satisfaction or compulsion.
Why are some people willing to pay more money for something than others?
- Quality of the product or service.
- Reputation and social proof that it’s the best.
- They are one of the first to get it (think of people who stand in line for days when a new iPhone is released).
- Luxury and prestige
- It meets a direct need both real and perceived
If you can come up with more I would love to learn your perspective in the comments below so please do share!!!
When someone comes to your website or if they connect with you on social media they have to figure out in seconds if your website is worth their time or not worth their time.
The technology will not generally determine their opinion of you; your message and how clear you are around your prospects and their needs will determine their opinion of you!
When you know how to communicate the problems your product or service solves for someone and you can articulate it you immediately separate yourself from all the people screaming “buy, buy buy. I have the best prices.”
By demonstrating you are competent and that you truly understand your prospects and customers you will start attracting the right people to your website, social media, blog, videos, podcast and the front door of your business.
You will attract customers who are able, willing and ready to buy from you.
Who doesn’t want that?
We all want it, but few are willing to do the work required to earn it.
Wait, There is a Problem… My Prospect Knows More Than Me
Have you ever run into that one person who seems to know more than you do?
I mean, they say they understand everything you are sharing with them and they truly believe they are doing it; but when you look at their messaging and the lack of clients and new sales it’s clear they don’t.
I don’t know about you, but I run into this one occasionally and there is a great way to work with them so that they see and want to buy you even more!
Just ask a lot of questions and let them discover the answers for themselves and remember this is their baby. They may feel defensive and think to themselves “who is this person to come in and tell me…”
Let them go through the process and don’t push them into a corner aggressively. It’s not fun getting bitten, lol… But that’s exactly what will happen if you’re not careful.
If you can help them discover for themselves by praising them for the good work they’ve done and then help them see where they could improve; it will be worth it to work together!!!
By listening, affirming and then helping someone work through how things could be better you are establishing that you are competent and able to help them. You are actually giving them a powerful reason to buy you instead of giving them a reason to run from you.
Once you’ve earned the right to make a difference for them; then you can be more straightforward because they know your motive.
In all likely hood, your competitors are discounting a challenging sale without realizing that sometimes those who take the longest to buy may end up being your biggest champions. They seem difficult in the moment but they are in the long-run going to be one of your best customers.
They will refer people to you and they will tell the world how awesome you are!
I have learned to allow people to go through their process and in doing so experience me in a totally different way… a way that is personal, genuine and authentic. I can’t buy that but I can earn it!
Here is the other side, if your prospects are unwilling to overcome their own insecurities or fears; then you have to move on. You can’t help them and nor should you try. That will only cost your business money and perhaps resentment towards you on their part.
#3 – Build a World Class Company That People Love
When you have complete clarity around your business you can have the business you want and your customers have a reason to buy from you over the competitor that only talks about what they do.
By clarity I mean:
- You know the tangible values your clients receive when they work with you.
- You know the “specific” problems each tangible value solves.
- You know “specifically” who you solve those problems for.
- You understand how your products or services are “a” part of a solution.
- You can define quickly, succinctly and concisely the business you are “really” in.
Want to learn something today that is really free and really cool?
When you have this kind of clarity you actually learn a lot more than you could ever imagine about your business. You can learn more how to create the experiences that people will love when they buy from you.
That could mean you learn how to improve:
- The quality of your product or service.
- Your processes and systems that make your business more efficient and profitable.
- How to give people what they want quicker through automation.
- How to build a genuine relationship between your business and the customer that creates real two-way loyalty.
- How you “really” make a difference in people’s lives.
- Make more money than you’ve ever made before.
That is what makes a world-class company!
I want to go back briefly to the beginning. Not everyone is meant to buy from you. So, why not get to know your competitors and figure out how to make some win-win relationships:
- For the customer
- For you
- For your collaborative partners
What really separates you from others is your willingness to do what is right for everyone and collaborate together. There is plenty to go around for everyone.
I was just talking with a friend who works for a company that manufactures a radar system for the U.S. Department of Defense.
These massive corporations have learned that they can make more money when they collaborate. My friend’s company contracts GE, Lockheed and Boeing to manufacture and assemble certain components that are needed that they cannot do themselves.
By collaborating these competitors are actually protecting their own interests and ensuring their futures as they share the wealth among each other. There are times it doesn’t make sense to invest dollars in something that someone else already has available. It costs a fraction to pay their partner companies to do what they can’t do for themselves.
Big business has learned this lesson and as small and medium sized businesses we should as well.
Are you ready to discover what business you’re “really” in and gain clarity about your business, prospects and customers?
Are you ready to learn how to build the right kind of competency that will lead the right prospects and customers to you who ready, able and willing to buy?
Are you ready to build a world-class company?
Are you ready to stop competing and start collaborating towards a better and brighter future?
If so, I want to offer you a free 60 minute consultation to learn more about you and your business. I promise not to waste your time or my time. I guarantee you will learn one thing you can take and use to make your business better immediately.
Do you have a comment or question; please leave it below in the comments section and let’s get the conversation going!
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