I know our mothers always told us we are special growing up, but do your prospects and clients think that as well? If you are selling the same product and service as scores of other businesses offer, what makes you special? Why would anyone buy from you, when they can buy the same thing from a lot of other businesses? Let’s explore how to be special.
It is the special sauce that makes you unique. What is the one thing that makes a client do business with you? Is it your over the top service? Is it a product that is totally unique? Are you the best value for the price? Sometimes it is really hard to identify what the IT really is. The IT is what makes you special. Let’s start by asking some of your best clients, why they do business with you. It may shock you. Use social media to ask for testimonials and look for the common trend. It is important for the growth of your business to ask “why did they buy?”
Once you have identified what the IT really is, now ask yourself do you promote it to make your business special? If you are keeping that one unique thing that makes you different a secret, your business is in long term trouble. Businesses that are thriving in this economy are very good at exploiting the IT.That has to be your hook in all of your advertising, sales presentations and customer service in order to be special. We live in a world where potential prospects are literally bombarded with TV, radio, internet and print advertising all day and all night long. It is really hard to stand out. The IT of your business is the key to standing out. You want that prospect to say “hmmm that’s different, I haven’t heard about that”.
Let’s look at an example. I drive a Lexus and I use my local dealership for service. Now, I know there are a number of places I could take my car to be serviced and repaired. I expect a loaner car and professional service which they provide. But to be honest, it is the unexpected that keeps me paying those prices. See they bake fresh cinnamon rolls and serve Starbucks coffee and fresh tea. They offer work stations while you wait for your car as well. No matter how many times I go, they always know my name as I walk in. These are the little extras that make me feel special and keep coming back to them for service. Sometimes, it is that little extra that makes your business special and you won’t know until you ask. Lexus asks me every time I do business with them through a survey. They use it to constantly improve their service. They do an amazing job at exploiting the IT or special sauce.
Find the “IT” of your business and exploit it. Your business will grow and thrive because of it!
Image courtesy of Master isolated images at FreeDigitalPhotos.net
Tim Wilhoit is owner/principal of Your Friend 4 Life Insurance Agency in Nashville, TN. He is a family man, father of 3, entrepreneur, insurance agent, life insurance broker, salesman, sales trainer, recruiter, public speaker, blogger and team leader with over 25 years of experience in sales and marketing in the insurance and beverage industries.