If you want your business to grow, it’s critical that you set yourself apart from the competition. Many companies struggle with that idea but it’s not too difficult if you know the steps you must take.
If you fail at distinguishing yourself, you could end up having lots of conversations with prospects that end up going nowhere. You’ll waste money on advertising that won’t get noticed and time on networking that doesn’t lead to presentations and therefore sales.
Let’s face it, unless you have a product or service that is truly unique, other entries in your industry will make the same client claims that you make. And your prospects will either hire the person they like the best or the one who gives them the cheapest price.
So what’s a Biz Dev person to do?
Here are the 5 MUST DOs that will allow you to eradicate the competition and win more sales.
1. Define how you exceed market expectations
Everyone says they deliver exceptional customer service. That won’t distinguish you. Saying you focus on the customer is a big yawner as well. If you’re a printer, on-time delivery is an expectation every client has. If you’re able to design and print faster than anyone else, simplify the review/approval process, customize publications at a cost-effective price or deliver products to worldwide locations in a snap, you might have an edge.
2. Assess your past engagements
Make a list of your biggest success stories. Notice what they had in common. Were they all from particular or related industries? Did you sell or service them in a similar fashion? What made them so successful?
3. Identify your process
Determine what it is that you do with each of your clients. Even if you think there isn’t a process you follow, I challenge you to discover it. It’s there. What’s the first thing you do? Is it an assessment? Do you ask them a series of questions followed by some recommendation(s)? Do you have them do certain things? You may have a number of processes you do under different circumstances.
4. Name It & Claim It
Once you’ve defined the steps you take, claim them and NAME them. Acronyms are great but not necessary. For example, the steps I take clients through who are looking for more balance and joy in their life is RENEW. Release, Elect, Nurture, Eject and Win. While there are a lot of coaches who help people gain a stronger feeling of control over and balance in their lives, how many have a SYSTEM like the RENEW System?
5. Tell your hero’s story
Share with your prospects and clients how you got where you are today. Perhaps it’s the story of how you developed the system or how you grew up and led you to the life you have. Your story is your own. No one else can tell your story. That makes your story a key ingredient in distinguishing yourself and your business from the rest of the world
I heard a marketing consultant/speaker share what it was like growing up the ‘baby’ in a family of 8 children. His slogan was “Being heard above the noise”. He tells his audience what it took for him to get heard above the noise of his children and helps business owners come up with their own stories so they can get heard above the noise.
You have everything you need to set yourself apart. You just need to look at who you are, how you got where you are, what you do that’s unique for your clients and the results you help them produce. This will distinguish you and help you win more sales.