If you compete head-to-head with your competition, you may win or lose. If you compete by being different, you stand out. And, that’s a win. Over the years I’ve talked with many clients who are looking for ways to disrupt a competitor and/or win more business from existing customers. When we dig deep, I’ve found […]
If you compete head-to-head with your competition, you may win or lose. If you compete by being different, you stand out. And, that’s a win.
Over the years I’ve talked with many clients who are looking for ways to disrupt a competitor and/or win more business from existing customers. When we dig deep, I’ve found many clients are trying to compare themselves directly with their competitors. They want to make sure they offer at least what their competition is offering. It’s not that they’re trying to keep up. It’s that they are trying to not be outdone by their competition.
While I’m not excited about saying, “I want to be as good as them,” I’m willing to accept that this can at least be a starting point. The next step is to improve on whatever the competition is doing. I have written about this in the past. You can benchmark with your competition, but just use that as the starting point. And, more than just being better, can you offer something that the customer can’t get from the competitor. In other words, can you offer something that is different and makes you stand out?
Growing up we learned that different can be difficult. Different isn’t good. You’re taught that you want to fit in. But, in business, you want to be different – as long as what makes you different is something the customer wants and appreciates. You want to be known for something.
There are some great brands that are best known for one trait – that one trait that makes them different.
So, what makes you different? Is it obvious? Do your customers know about this big difference? Do they care about the difference? Answer those questions and you will be competing on another level – a different level!
Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.
(Copyright © MMXVIII, Shep Hyken)
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