What Makes You So Special?
Posted on 24. Aug, 2010 by Matthew Toren in Business, Entrepreneurship
What causes people to want to hire you for your services, use your product, visit your website, or read your blog? Whatever industry you’re in, there’s little doubt you have some form of competition. So why is what you offer different enough to make people choose you over someone else? A lot of people try to compete on price, which can be effective for some, but often it’s the lazy way to get customers, and it can end up robbing from your bottom line in the long run. When you think about it, if all you have to offer is a low price, then as soon as someone else comes along with an even lower price, you lose. If you find other ways to set yourself apart from the competition though, your customers have reasons to be loyal to you and your brand. There are several ways to make your business stand out from the crowd, and here are a few:
Your Offering – Whether or not it’s easy (or even possible) to differentiate through the product or service you offer has a lot to do with which industry you’re in. If you sell a software product, for example, your program might offer features that no one else does. This is a pretty simple way to differentiate. On the other hand, what if your business is something that’s not as easy to rework in a way that makes it truly unique? This might take some out-of-the-box thinking, but it’s usually still possible. A great example of this is Egg-Land’s Best eggs. When most of us go to the grocery store to buy eggs, we just grab a dozen and go, right? For the most part, who can even name a ‘brand’ of eggs? Egg-Land’s Best had the idea they could change that, so they changed the feed they used to feed their hens, and now they market their eggs throughout the country as a better alternative to “generic” eggs. This differentiation allows them to charge a premium on a product which most people thought of as “un-differentiate-able.” With some creativity and a little fine-tuning, their differentiation has paid off in big ways.
Your Service – One of the best ways a company can set itself apart from the competition is through offering a unique customer service experience. There are situations where your product is what it is (if you own a franchise, for instance), and you aren’t able to change your location, your marketing methods, or your company name. But everyone has the ability to offer a special customer experience. And study after study proves that people are willing to pay a little more for great service, so differentiating through service not only brings in more customers, but you can charge more to those you do attract. MasterLube, a quick oil change company in Billings, Montana, is a perfect example of what can be accomplished through outstanding customer service. It’s difficult to offer a “different” oil change than the two Wal-Marts, K-Mart, and various other oil change providers in Billings. And dropping the price below those stores’ prices would result in a short-lived business model. So MasterLube offers the kind of customer service you won’t find anywhere else. From the person who greets you in the office, to the technician who services your vehicle, it’s obvious to every customer that all their employees truly care about their customers. More than anything, they go out of their way to build relationships. How does it pay off? They charge more than just about anyone else in town, and they have waiting lines almost every day of the week. What entrepreneur wouldn’t want those results for their business?
Your Culture or Atmosphere – This often goes hand-in-hand with service, but it’s an all-around feeling that your company communicates to your customers. If you’ve ever eaten at a Johnny Rockets burger place, you have some idea of what this can look like. From the 50′s décor, complete with nickel jukeboxes at every table, to the staff that spontaneously breaks out in song and dance when certain songs are played, this place is clearly not a typical burger joint. So what are their results? As just one example, Johnny Rockets serves over eight million fairly average milkshakes a year, at $4-$6 each. So if you can provide a fun, outrageous, or moving experience for you customers, do it. You’ll find this form of differentiation is the kind that gets buzz going about your business, which we all know is invaluable!
In this world of stiff competition coming from everywhere, you can’t afford not to differentiate. And as soon as you get too comfortable with where you are, you’re bound to be overtaken by someone with a better product, better customer service, or a cooler new concept. So ask yourself what sets you apart from the crowd – and then keep asking it.
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20 Responses to “What Makes You So Special?”
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Ivan Silva
24. Aug, 2010
Especially since the arrival of Web 2.0, there is obviously no hiding from the fact that you must be different, you must stand out.
JohnAtBlogtrepreneur
24. Aug, 2010
@Ivan: Good point. The Internet has leveled the playing field in many areas of business. This is a good thing in many ways, but it also allows for more competition, so differentiation is even more critical. Thanks for sharing!
Jake Adams
24. Aug, 2010
One way to differentiate your company, website, organization etc. from the competition is to implement some kind of social agenda. Becoming a socially responsible entity can really make waves in your market. This would fall under differentiating yourself through your company culture. Good post.
Chris Eastvedt
24. Aug, 2010
Some very good points were made in this article; very few people talk about company culture and I think they’re missing out on a great asset- well done.
Differentiation is definitely important, but it needs to be considered in context. Say your software stands out because every time a file is saved, “Yankee Doodle” blares through the speakers- not necessarily a selling point. Bells and whistles will only get you so far without authenticity. I’m more interested in giving people a reason to care.
Paul Morin
24. Aug, 2010
I think that people have such a strong desire to deal with other people, rather than with what can be impersonal corporations, it is critical that your business, regardless of what type of business it is, try to give at least the illusion of being “high touch”. Given that we’re all constantly bombarded with offers and messages, often times from nameless, faceless companies, our desire for human interaction is increasing over time. Being able to put a personal touch on your business as a form of differentiation may be easier for the smaller players, but some large companies have also done it quite successfully, even if just by humanizing their advertising and making your feel like you’re dealing with individuals and not just a massive corporation. Think of the brilliant job Subway has done with Jared, Verizon with the “can you hear me now” ads, etc. It may not be enough to only differentiate in this manner, but I think that it is an important piece of the puzzle, as you strive to build brand recognition, loyalty and differentiation.
ZineGuru Website Marketing
25. Aug, 2010
Hey Matthew, great post and very interesting points. I think every business should have a unique selling proposition. Most of them usually are the same but if you can do something a bit different whether be it customer service or product offer or some other extra things, this can make a big difference. Like we say, think outside the box.
Garious
25. Aug, 2010
This question is one of the oldest in the book of business success — but not without wisdom. Great insights you write here. i think that small businesses should not be scared of competing with major league players as brands rise and fall like the stars do. Instead, find something of value and that starts with the single motivation you had that inspired you to make your idea come to life. Then, let it guide your way to success.
JohnAtBlogtrepreneur
25. Aug, 2010
Thanks all for the great, insightful comments.
@Jake: I like your idea of a company implementing a social entrepreneurship culture. Giving back to the community and the world is a great way to stand apart from the crowd.
@Chris: You’re right. Differentiation doesn’t automatically mean better. It has to be in a way that matters to your customers.
@Paul: That human element is something a lot of companies forget about. It really can make a big difference.
@ZineGuru: “Think outside the box” is what it’s all about! Right on.
@Garious: Great insight. There is something in the passion you have for your business that sets you apart from other businesses. If you can tap into that, it will be easier to differentiate.
Ivan Silva
25. Aug, 2010
Just to follow up on the my initial comments of Web 2.0, in some of my research in Latin America for example, what made everything interesting in Latin America for example is the fact that it levelled the playing field and for the first time ever, people could not compete, afford or simply know how to, could also become “special” as you have pointed out in your article. I also think that the point you make about the offering is vital because it all depends on how this is presented that will ultimately define the success of your product or service. I have seen horrible products that have been well presented and sell. Excellent article…I will definately follow more of your articles………Ivan
Amir Anzur
31. Aug, 2010
These are great insights in helping entrepreneurs. I agree that everyone should be unique and creative in their own way.
Robert Jordan
31. Aug, 2010
Your insight on standing out with your service and/or atmosphere reminds me of Ed Debevic’s restaurant in Chicago. Same kind of 50′s diner theme as Johnny Rocket’s, only the customers come to have a laugh and be badgered by the intentionally rude wait staff.
Carlton
01. Sep, 2010
I am a big fan of customer service. I would never buy a product if the customer service is bad, no matter how good their product is.
JohnAtBlogtrepreneur
01. Sep, 2010
@Carlton: I’m with you. My friends tease me that pretty soon I won’t be able to leave my house if I keep refusing to go back to businesses where the service is poor. There is huge upside potential for any company that really knows how to deliver great service, because it’s so rare these days.
Thanks all for sharing!
Computer Tips Tricks
02. Sep, 2010
We just have to be special to stand out of the crowd. Every moment even in the toilet, we should keep thinking about new ideas in making ourselve special. XD
Tej Kohli
10. Sep, 2010
Yeah That true I always tried to make a point out or Crowd
car battery
12. Sep, 2010
Chris, good point. It’s important to be innovative but to be sure it’s in the direction of something positive at the same time. I’ve seen many attempts made in the quest for being different go wrong.
tires
12. Sep, 2010
Yeah you definitely don’t want to get into price wars, in the end all businesses/people lose when you get into something like that. You mention about the service level provided, that’s something that local store owners can take full advantage of when competing against the bigger companies. Especially if they get good word of mouth, that’s how local restaurants around where I live are able to always have a busy restaurant because everyone praises them because of their outstanding relations with the customers, word spreads pretty fast :D
Till then,
Jean
my online income system
12. Sep, 2010
Yes, very thoughtful post. It would be great if more service providers and individuals understood this.
Instead of selling, they could maybe focus on building better relationships.
These short term mentalities are so salesmansy..
Custom Essay
22. Sep, 2010
Provide quality services can be the best way to generate money in a constant way. Advertising is just the first step. Once your new customers are satisfied from your services, they will come again and that’s how businesses make money.
bikram
27. Sep, 2010
you have a good points and I think one of the most important this for the people want to use your products is “Your Offering” and the way you are offering