~ by Candice R
We have to help our potential clients/customers make the decision to choose us as their service/product provider. An extremely difficult decision when you are one of many options in a market competitively growing by the day. As we enter into this popularity contest, those who become the chosen ones, are the service providers that have successfully achieved at least one of the following:
1. Created uniqueness around how they present their ‘familiar’ service to the market.
When we are all selling a service/product, what makes me as your potential customer/client select you over others? You have to give me something special. Something that makes me feel as if I am missing out if I don’t select you. Why must I choose your business? They may initially feel that their options are endless but if you are the only one doing what you do in a unique way, suddenly they only see one business offering with no competition.
Whatever your spin on familiar presented differently, make sure you ARE unique, and make sure you are the only one in the market presenting yourself this way. Also remember, followers will copy you, but you will be the first, which is your key advantage. In the same breath, change is a constant, do not let your uniqueness become normality without you evolving yet again, to remain unique, desirable and relevant.
2. Enlightened clients by helping them consider something they never thought about before.
We cannot expect our clients/customers to know all we know about the business we are in. Their expertise lies in their problem they are trying to solve, and yours is in problem resolution and that is why they are coming to you. So why do we expect our clients and customers to know exactly what they want? And why do we follow exactly what they request? You are in the business of problem solving. It is your role to help them consider a solution that often they may not have considered before. For many Founders, you are offering a solution that never even EXISTED before now!
When we enlighten our potential client/customer, when we help them see answers to their challenge differently, they are drawn to our expertise even more. It FEELS different to them, almost like they are dealing with a specialist who really thinks about their challenge rather than passively responding to requests/demand. It should be our goal to make our potential client/customer think too! THAT is how we contribute to making their lives better or easier.
3. Drawn inspiration from those outside of their domain.
This is about stepping outside of your box. Forcing yourself to stretch how you think about your business in a new way by applying a different perspective. THIS is how we create newness. This is sowing the seeds of ideas that help us evolve our businesses.
We have to constantly challenge our OWN thinking so that we can stretch our businesses to what they could be, not just what we are today.
Makes you think doesn't it?
Carve out your uniqueness.
Challenge your clients/customers thinking.
Challenge your own thinking.
Work with Candice R
"Solving niche challenges founders face”.
Illustrator: Lisa Williams (Instagram: @artist_llw)