Are you boring your customers and prospects?
Dec 18, 2015
Almost every company I ever speak to tells me that they are different? Yet when I ask how they ‘think’ they differ most of them still come out with the same boring drivel as everyone else. They claim:
To give great service, have competitive pricing, provide reliability, deliver a great experience, offer value and blah, blah, blah. It’s so boring (to be frank off-putting) and totally unconvincing, that this approach even verges on the unattractive, misguided and disingenuous. There is, of course, a longer list of predictably abject claims that people make about their companies… but I don’t want to bore you with them now.
If everyone claims the same thing… isn’t ‘sameness’ what they are claiming to be?
Maybe your business genuinely does provide all of the things that everyone else claims. If so, that’s fine but is being the same as everyone else really what you want to portray. I want to know what makes you different! I can almost hear the tormented thoughts of some of you now suggesting that the difference is that you really do deliver these things while everyone else only ‘claims’ to. If you do think that, then you’ve totally missed my point.
You see, you only have two choices when it comes to differentiation: either be genuinely unique within your marketplace (this is very rare in any business today) or tell your story in an original and creative way. By all means, if you do have some exclusive, untouchable quality shout about it, but please try and see it from your customers’ point of view!
In other words, don’t be boring.
It isn’t what you do, it’s the way that you tell it… For example, instead of stating that you give great service (like all of your competitors are claiming) why not say something like ‘ask us why we have the happiest customers in Hertfordshire.’ And rather than talking about being really competitive, simply tell your prospects that your current customers get an average 317% return on every pound they spend with you. Or, if you sell products, tell them that 97.3% of your customers placed repeat orders last year, and then send them to your testimonials page to ‘find out why.’
All it takes is a little bit of creative thought and good communication skills (verbally or in writing). The easiest way for you to do this is to put yourself in your customers shoes (in their mind is better) for a moment. Then ask yourself (your customer) what it is that you actually want and what would make you choose one solution over another. Try and resist being prejudiced (because you already believe in you) but instead, be objective and seriously think about what would influence a neutral observer.
Give more than anyone else and you’ll get more in return!
I can tell you now that people are attracted to things like evidence, intrigue, challenge, value messages, special offers, testimonials, friendliness, personality and simply being different!
Don’t be afraid to give away valuable advice, free trials or discounts either… I promise you the more you come across as helpful and giving value, the more you will sell.