RainMaker Blog

Pick Me! Pick Me! Why Should Your Customers Pick You Over Your Competitor?

No matter what business you happen to be in, you likely have competition. You know it. Your customers know it. In fact, your customers regularly compare you to your competition when making decisions. Do you look just like your competitor? If so, get ready to compete on price and price alone. If your customers cannot see much difference between you and your competitors, then the company with the lowest price is the clear winner in the customers' eyes.

We all know that competing on price is far from ideal. Wouldn't you rather stand out as a clear choice for a more compelling reason? In order to convince your customers to pick you over the dozens of other choices available, you have to distinguish yourself. Ask yourself the following questions:

• What do you offer that the competition doesn't?
• Are your customers aware of what you offer that others don't?
• What do customers expect of businesses such as yours?
• What don't customers expect?
• What do your customers value?

One of the best ways to understand how your company is different than your immediate competition is to shop your competitors. Sure, it sounds sneaky, but it's important to see how your business measures up. And it doesn't have to be sneaky either. In fact, when business is booming and you have to turn business away, you'll need another company that you can recommend. For example, if you run a mobile dog grooming business, schedule an appointment with the leading competitor in town to have your own dog groomed. Explain that you're also a groomer and looking for a company that you can recommend when you're overbooked. The other groomer may even return the favor and recommend you from time to time.

As you're shopping the competition, pay attention. How was the phone service? Was the appointment on time? Were the facilities neat and tidy? Were the employees professional? What type of value did you receive for the price? If you were a customer, would you return?

Do the same for your own business. Yes, shop yourself. Pretend that you are a customer and go through an entire transaction from start to finish, paying attention to the details. How did your company do compared to your competitor? Was the phone service better? If not, it's time to invest in customer service over the phone training. Even if it was, you still may want to do this. After all, how you answer the phone and handle the call is often the first - and last - impression your company will make with customers. Go through each key point of the transaction and improve each area.

While this is a good practice to improve your business, it's not enough to differentiate your company from the competition. Examine your customers' expectations of businesses like yours and choose one area to absolutely excel in. Remember Dominos with its delivery pledge of "30 minutes or it's free"? Dominos didn't set out to be known for making the most delicious pizza on the planet; instead, it distinguished itself for speedy delivery. Southwest Airlines with its "no frills" airline and wise cracking flight attendants is another good example of a company that set itself apart from the competition.

The area of specialty that you choose is up to you and your business. You may want to be known for speed, quality, friendliness, professionalism, customer commitment, environmental friendliness, value, selection, or even wackiness. Once you decide on your specialty, become a master of it and let your customers know exactly how you are different. Once they know, they'll have one more reason to pick you instead of your competition.