Standing Out In A Sea Full of Competitors
Everyone has competition – even Google. But the amount of time and space you make for your competitors in your mind and life can be all the difference between healthy competition and unhealthy competition.
Do you find yourself feeling victimized because your competitors are getting some of the business you deserve? Are you preoccupied with what they’re doing instead of with what you’re doing? Well, if you’re focused on what everyone else is doing instead of on what you’re doing, you’ll never stand out in the big, blue sea of competitors.
Here are 4 tips to keep your focus where it belongs — on your business and the services you offer — so you can come out on top.
#1 Highlight the Things You Do Differently
In the service world, the things that make you a better choice than your competitors are not always apparent to potential customers. Perhaps you put down drop cloths and completely protect the home during the service, or require all of your employees to undergo extensive training and certification to ensure better, more thorough, more ethical services.
You know what makes you different and you know you’re the better choice. But if it’s not on your website and the customer hasn’t done business with you before, how will they know?
Highlight the things that set you apart on all of your marketing materials – from your website and brochures to your trucks and social media accounts. You don’t have to harp on it or put down your competitors, just make sure the things you do differently are laid out clearly for those searching for your services.
#2 Educate Your Customers on Why You Do Things Differently
You’ve invested time and resources into training and educating yourself and your team, but your inexperienced, uneducated competitors are still getting service calls that should be yours because they offer cheaper prices. Don’t let it make you angry and defensive.
Your customers and potential customers may simply not know the importance of certification and training or understand why you charge higher prices or do things the way you do. Take the time to educate your customers and potential customers on your website and marketing materials, and explain why you do things differently and why it matters. Most people will be willing to spend more if they know they’re getting better service from certified professionals — as long as they understand what that means for them.
#3 Ask Your Customers for Reviews & Referrals
Another way to stand out from your competition is to let your customers speak for you. More and more people are reading online reviews before choosing a service business to work with (BrightLocal says 82% of people). So make sure you’re asking your customers to review you and spread the word.
If the thought of that makes you uncomfortable, come up with a script and make it part of your service call process. Practice asking customers at the close of service, and emphasize how much you rely on and appreciate referrals, reviews, and feedback.
#4 Personalize Your Brand on Social Media
Thanks to social media, customers can get to know you and your company well before they pick up the phone. Are you using social media effectively? You know the great guys and gals that make up your company – let those searching for your services get to know them as well. If you’re doing it right, potential customers will see who you are and why you’re different, and they’ll want to call you.
Here’s the thing: You have enough to worry about without worrying about your competition. Instead of focusing on them, focus on what you do right, and never stop providing quality, customer-oriented service. With time and consistent effort, you’ll come out on top.
