Ever had the feeling of banality when asked by a potential buyer — why should we choose your company to deliver the goods or services we need? Do you get the feeling every time you open your mouth to try to tell someone that your company is special and they should hire you because you are the best in your field, it comes out so banal?
You end up sounding like your competitors, no real differentiator, but you know deep inside of you, your company is better than these other guys.
In the years you have been in business you likely have developed business processes that are unique to you. Perhaps you haven’t couch your processes on paper just yet, but you know from experience every time you implement these processes you reach new levels of efficiencies. Perhaps these efficiencies translate in a faster delivery of a product or service; perhaps the efficiencies are the result of new design resulting in economies of scale. Whatever it is, these processes are your difference maker, lay them out on paper, do the math and cost them out, and identify the benefits that result.
Let’s look at an example, let’s say you specialized in refurbishing jewelry stores; your refurbishing cost may be similar or little more expensive than your competitor, but your processes enable you to deliver a refurbishing job one week ahead of industry standards. If you do the maths you’ll demonstrate a real advantage. Let’s assume your client the jewelry store sells on average $100,000 of jewelry per week with a gross margin of 50%. Wouldn’t you say that you now have a real story to tell, and a powerful answer to the buyer’s question “why they should choose your company”?
In the weeks ahead, we will talk about developing a presentation aimed at capturing your audiences’ attention.
Meanwhile, should you have questions related to this article send them to us, we’ll do our best to help you find answers – send your questions to firstname.lastname@example.org
ICN, Guy Dancause