Making your small business unique to customers

  • By Mike Benbow
  • Wednesday, April 6, 2011 11:55am
  • Business

Bruce Freeman writes a column for Scripps Howard News Service called the Small Business Professor. This week he talked with author Josh Linkner about how to make your small business stand out from the pack.

Linkner: Examine conventional wisdom and what competitors are doing and then explore doing the opposite. Try to tell your story in a fresh and powerful way that will be memorable and compelling.

Try borrowing branding ideas from other successful companies.

Create a feeling in customers’ minds that there’s everyone else in one group, and then there’s you as the unique offering that stands for something special.

Tell customers how you are there to help. Approach the sales process as a problem-solver instead of a typical sales person.

Which pitch sounds more compelling?
a) “We offer top-notch insurance products with great customer service”
b) “We help people who are confused by too many choices and frustrated with unresponsive agents. We help people protect themselves and their family for the times in life they are the most vulnerable.”

The pain you solve will make a world of difference, and help you drive your company to the next level.

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