In business you can never be everything to everyone. To be successful you need to come up with a specific proposition or compelling claim that is targeted at your customers in such a way they would be foolish to go elsewhere. This is your 'differentiation' - your 'competitive edge'. You’ll also hear people talk about a ‘point of difference’.
In developing your competitive edge you need to consider what you have to offer that someone else hasn't:
- What competitive edge can you present?
- Have you got happy customers?
- How do you create happy customers?
- What are the benefits of a small business in dealing with clients?
- Have you considered what the 'moment of truth' is in your business?
A 'moment of truth' occurs every time your business and a customer come into contact. This may be direct contact, as in face-to-face, by telephone, by direct mail or indirectly by way of the delivery firm that you use as a sub-contractor. What your customers experience at these times will have a lasting impression. You need to know when a moment of truth will occur and ensure that your team members have been appropriately trained on how to react at that time.
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