How You Can Stand Apart

By Susan Regier

You may be wondering how you can stand out from the crowd…that is from your competitors. What makes you different? You may sell the same product, but why should anyone buy from you?

If you’re struggling with this question, the answer can be easy to find – with bonus results.

Ask your clients!

That’s it…it is really that simple. All you have to do is ask your customers why they buy from you. You may be surprised at the answers – or inspired, or completely astounded by what they have to say. In fact, your customers’ answers could be the basis of your next marketing campaign.

Recently, a general insurance agent discovered that her clients bought from her because she always showed up. It turns out that most people never see their insurance agent after the initial sale…so we made an ongoing campaign revolving around “Have you seen your agent lately,” and the phone calls flooded in. A simple, inexpensive post card was created around this concept, and it worked fabulously.

Here’s the bonus…

Use the answers you get, with permission, as testimonials in your brochures and on your Web site. Not only will you have the insight to create a believable marketing piece, you can back it up with actual testimonials.

Every product or service you sell should have a clear testimonial revealing the benefit your customer has received. Choose specific, detailed testimonials over generalities. If a customer was pleased with your service, find out why - and get it in writing.

The added bonus…

You’ve just created another reason to stay in touch with your customers. And you have reminded your clients why they should do business with you – again. It just doesn’t get any simpler.

Susan Regier is the publisher of www.NetworkingToday.ca, London’s online business resource, and head writer of Vantage One Writing, a professional writing service for businesses. 519.471.8726 Email: susan@vantageone.ca Web site: www.vantageone.ca

Published Networking Today July 2008