How to Distinguish Yourself from the Competition

You cannot be all things to all people.  But you can be some things, and be really good at those things.  The first step to distinguishing yourself from your competition is to get to know your competition.  But you don’t have to be sneaky about it.  You could try a nice game of ‘I’ll show you mine if you show me yours”, if they will play along.  If that doesn’t work, try asking around with other people in your industry.  Look up websites, yellow page ads, social media sites, trade journal ads, or even call ‘em up and ask a few questions.

Once you have a feel for what they are or are not doing… you will be much more likely to find your own niche – your unique position in the marketplace.

Some of the things that can make a difference are:

• Product.  If you have a product that nobody else in your area is selling, you have an edge.  Use the opportunity to fill the need for that product to get your foot in the door with potential customers.  Once you establish a rapport with them, they will keep coming back.
• Service.  As consumers, we are all overloaded with providers that can’t service their accounts: from the utility companies with foreign call centers to big box stores with endless computerized voicemail options.  We all could us a little more personal attention.  If you offer it, make sure potential customers can sense it.
• People.  If you have the right folks in the right positions, the company should run like a well-oiled machine.  The front line sales people need really good social or people skills, those in charge of the paperwork need to be organized to a fault, and your trades people need to be highly skilled.  Let customers know what kind of people will be handling their project.  It will ensure them a nice cozy feeling knowing that they have hired the best team in the business.
• Marketing.  Sometimes it is just a matter of getting the word out.  Once you figure out what kind of homeowners or projects you are trying to attract, you can tailor your marketing method to the kind of business you would like to generate. Thinking outside the box will keep the leads coming in too.  If you are looking for large commercial projects, you could try attending Construction Specifiers Institute and American Institute of Architects meetings.  If you want to attract small remodeling jobs, try the yellow pages or local newspapers.  If you are more interested in high end custom construction projects, try your local Homebuilders Association meetings, networking meetings or even social clubs.  Do you have some special products to show off?  Get a website and some printed material.  Knowing your strengths is key to pulling off a good marketing strategy.
• Price.  Perhaps you have the best price in town.  If so, make sure you let people know that.  With the value-driven mentality that is so prevalent today, this can be the exact feature someone is looking for.  If you are one of the more expensive contractors there’s probably a good reason.  Explain this clearly in your presentation.

If you ever hear a complaint from a customer or potential customer about your competition… make a mental note.  You could be guilty of that same offense!  Look at this as an opportunity to improve your own company.

Here are some of the questions that you might ask yourself about your competition:

Are they slow to return phone calls?  Make sure you call back quickly.

Is their showroom unkempt or cluttered or uninviting?  Make sure yours is top-notch.

Maybe they don’t have a website.  Get a good one.

Do they offer enough choices?  Expand your line-up.

Do the have rude or pushy sales people?  Ease up on the sales pitch.  Do consultative selling!

They show up late for meetings?  Get there early!  Be prepared!

In closing, remember to know your competition.  Without this crucial knowledge, you won’t be able to develop you own unique business plan and distinguish yourself from the competition.

Tagged as: competition, growing your company, Marketing