“Why
should I do business with you, instead of any and
all other options I have?”
This
is a question that goes through each of your prospect’s
minds before they choose to do business with you,
and through each of your customer’s minds
before they return to buy from you again.
And,
it’s a question you must take the time to
formulate an answer to. Without such an answer,
you become like every other business who sells
the same products or services as you.
It
doesn't matter what product or service is
being offered, your customers can go nearly anywhere
and find the exact same (or very similar) products
or services offered for the same price, or perhaps
for even less money than what you charge.
Think
about yourself, for a minute. Why do you do shop
at the same stores or eat at the same restaurants
over and over again?
Most
likely, it’s because they offer you something
you can’t get from their competitors. Maybe
they’re closer to where you live or work.
Or
maybe you like the way a particular restaurant
prepares a certain meal. Perhaps it’s the
environment or the people who work there.
Or
maybe you just feel comfortable… almost like
you’re at home while you’re in their
place of business. It may not be one single thing
that influences you, but rather a combination of
several factors.
Nevertheless,
the businesses you continue to frequent give you
something special. Something unique. Something
you just can’t get anywhere else. It’s
that uniqueness that keeps you coming back over
and over again.
If
you expect people to do business with you rather
than your competition, it’s imperative that
you have something to offer that your competition
doesn't have.
Preferably
something your competition can’t offer. Something
that sets you and the products or services you
offer apart from everyone else in your type of
business.
That’s
what’s known as your Unique Competitive Advantage,
or UCA.
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