What REALLY makes your business different?
Jan 28 2009
As I prepare for a talk that I’m giving tonight along with some of my business associates, I’ve been looking hard at one of our topics for this evening: crafting a truly unique value proposition. I don’t think I really need to get into why this is so very important given the nature of competition these days coupled with the stress that comes with the perpetually bad news about the economy (and if you haven’t seen our post this weekend about how the economy will be saved, please do!).
Instead, I’m going to give you an idea about where your differentiation as a small business REALLY comes from… The reason that your clients should buy from YOU and not your competition. And, by the way, it isn’t your pricing, it isn’t your assortment of products and/or services, your infrastructure, your web site or the terms of your contract.
Those things are all important but when searching for true differentiation, most entrepreneurs really just need to look in the mirror. It’s YOUR vision that makes your company unique, YOUR background, YOUR body of work, YOUR ability to care for a client. The most significant ingredient in your Unique Value Proposition is YOU.
Don’t be afraid to leverage yourself in your sales and marketing efforts. Small businesses can’t afford to be faceless, impersonal entities like Fortune 500 companies. Take credit for the pieces of you that have been invested in your business. It’s the one thing that your competitors really can’t replicate.
Published by Erik Wolf under Branding, Sales, Small Business, Strategy
Erik,
I knew there was a reason that I “gravitated” to your firm (pun intended) to take care of our web site and marketing needs. You really do get it. I think your comments are especially true for service businesses and you could say I’m staking my entire business plan on the notion that my vision for how my company’s services will be offered will be much more attractive to our clients than what anyone else has to offer. I think you have to make pricing part of your value proposition especially during market penetration phase but in the long-term we want clients looking for StepWise (my company) because of the vision that I’ve created in forming it.
Comment by Jason — February 24, 2009 @ 9:37 am