Differentiation: Your Key to Beating Out Your Competition

There are several hundred million businesses around the globe. Each one does something, but how many can you name for being different?

Most people can only name two or three that differentiated themselves from their competition and succeeded. The reason behind this is that people in charge of most businesses think that they have to follow the same cut-in-stone blueprint for their business to be successful.

This couldn’t be farther from the truth.

Why Being “Like Everybody Else” Doesn’t Work

You’re probably well aware that customers choose to do business with your company for any number of reasons, but have you ever thought about why they don’t do business with your competitors?

The top reasons all point to your business being different. Whether it’s a service, the quality of your work or even something as seemingly miniscule as a smiling receptionist, your company does something that make your customers prefer you.

If one day you chose to be just like one of your competitors, do you think that your customers would still come to your business for their needs?

This is the chief reason that businesses that become just like their competitors end up losing customers. They lose the thing that makes them unique, which means they lose one of the few clear advantages that they had over everybody else.

This is why being the same doesn’t work.

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Success Means Capitalizing on What Makes Your Business Unique

The most successful companies have always offered something different from what their competitors did. It may have been lower prices, friendlier customer service representatives, unforgettable advertising campaigns or a unique character personality that represents them.

While the list of what could separate your business and make it unique could be as long as you wanted, the only way to know why customers prefer your business is to do one thing: listen to your customers.

The Road Map to Being the Best at Being Different

The first step to being different is to learn what already makes your business different from your competition.

As was mentioned earlier, it’s vital to listen to the voices of your customers when doing this. If you don’t, then you will quickly find that your strategies may be ineffective at everything but driving your established base for business away.

Below are a few examples of things you may find that make your business different:

  • Theme of your business
  • Quality of service received
  • Functionality of products
  • Durability of products
  • Reliability
  • Knowledge of your business’s primary field
  • A willingness to solve problems for customers
  • A genuine sense of care for the results your customers receive

This list is by no means complete, but should give you an idea as to where to start looking for what makes you company different from other businesses.

The next step is to capitalize on your differences. Draw a line in the sand and inform the entire world about why your company is different.

The third and final step is to continue to build on those differences. Doing so will begin to build brand recognition and be known for the type of products and services that your business offers to your customers.