Define
your points of differentiation
Tell
them exactly what they can expect from you. It
may be that you only offer your customers, clients
and prospects the highest quality, “top-of-the-line” products.
If so, that’s great. But tell them in very
specific, definable and quantifiable terms so they
understand exactly what “highest quality,
top-of-the-line” means to them, and how they’ll
benefit.
Maybe
you have the lowest prices in the industry or your
market area. If so, that’s good. But how
much lower are you? How much can your prospects
and customers save by buying from you?
Perhaps
the support you offer in terms of education, service
or marketing assistance is superior to that offered
by your competitors.
Or
it could be that you offer free shipping, extended
hours or better trained salespeople or advisors.
Those
are all good things to offer. But, in and of themselves,
they don’t say much. To use these features
for to their fullest advantage, you must quantify
them.
Show
your prospects and clients very clearly how much
lower, how much better, how much superior, how
much of an advantage they’ll get by doing
business with you.
Spell
out exactly, clearly and specifically what advantages
and benefits your customers will gain. Whatever
you choose to make your UCA, remember, it must
be perceived as desirable to your prospects and
customers. In other words, they have to consider
it to be of value to them.
If
you can, make your UCA that’s something exclusive
to you and you’re business operation. The
more exclusive or proprietary you can make it,
the less competition you’ll have.
If
you’re the only one who offers that something
extra, whatever it may be, your clients or prospects
can’t get it from anyone else at any price.
It’s simply not available.
And,
if that something extra is exclusive to you, no
one can compete with you, and that gives you a
great advantage in your marketplace.
That
something then, whatever it is, becomes your Unique
Competitive Advantage… your UCA. It’s
the thing, the reason, the advantage, that will
make it not only worthwhile, but beneficial and
advantageous… even desirable for others to
do business with you.
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