The Real Differentiator
Are you concerned about all the competition for your business these days (and who isn't)? Are you worried your clients may "jump ship" if they find a competitor with a lower price? Here's how you can stand out and get more sales without cutting your price.
A recent discussion on being passionate about your business in a PPAI LinkedIn group got me thinking about what I call "the real differentiator." Matt Davidson, of Richmond, Virginia, shared this great insight. He said, "Passion is doing the things, often little things, others won't or can't do." He quoted Scott McKain, author of Collapse of Distinction, and a keynote speaker at Expo in 2010 who said "the new definition of business is to provide a series of 'Wow!' moments to every suspect, prospect, customer, client and advocate so that loyalty is secured."
Those extra little touches or "Wow" moments that McKain so aptly describes in Collapse of Distinction are the key to differentiating your business from your competitor's business and to getting more sales without having to cut your price.
When prices and products are similar the big question on your prospect's mind will be "why should I give you my business?" In today's economy it's not enough to just keep your clients satisfied. You need to go the extra mile.
Here's the good news: You don't have to have a big budget or be big a company to stand out. It's those extra little touches that you provide that your clients will remember. It's the supplier that offers free virtual samples, free shipping or quality guarantees. It's the supplier that returns your calls very quickly and always has someone there to answer your questions, even during lunch hour. It's the multi-line rep who helps you with a great new idea that you may not have thought about on your own, or goes on a sales call with you to help secure the order.
It's the distributor that provides free art services and bags every T-shirt with a size label. It's the distributor that provides free marketing help instead of just pushing products. It's the distributor that gives referrals instead of just asking for referrals.
It's the handwritten thank you note you take the time to write instead of just adding another email to your client's overcrowded inbox. You get the idea.
In my coaching business, although I'm very busy, I routinely call everyone that purchases a sales training product from my website to personally thank them. Most people are surprised, but delighted, to get a personal call from me. My reason for doing this is two-fold: I want my clients to know how much I care and I want to learn more about the people that purchase from me. This extra little touch helps me to begin the relationship with my client on a positive note.
Here's my question for you today: What extra little touches are you adding that differentiate you from your competitors? Why should your clients do business with you? Have you had a "Wow" experience with a great supplier? Are you a distributor providing extra little touches for your client? I would enjoy hearing from you. Please leave your comments below.
Looking for more ideas to easily increase your sales? Get a free Skyrocket Your Spring Sales audio download with non-stop ideas to increase your sales, plus hundreds in supplier discounts and my new special report, "10 Big Mistakes Promotional Professionals Make and How to Avoid Them and Double Your Sales," at my website www.promobizcoach.com.