Standing Out in the Crowd

by Don Kyle

Two businesses offer virtually identical products or services and have similar locations, yet one has significantly higher revenues and profits.  How can this happen?

Often, this is due one of the businesses being the first to market.  However, this is not always the case.  While you may be the first of your business type to be in your market place, others may overtake you if you don’t take the steps to establish yourself as the leader — in other words “Stand Out in the Crowd.”

So what are some of the steps you can take to do just that?  Here are some suggestions based on my years of observing and analyzing local area businesses.

1. Provide the best possible products or services.  To ascertain that you are doing this, perform ongoing customer surveys to see how you constantly can improve.  Surveying can be conducted formally through writing or email, or it can include constantly asking your customers directly.
   
2. Consistently provide superior customer service.  Train your staff, so that customers always are given WOW! service.  Model your business after world-class providers of WOW! service, such as the Ritz-Carlton, Nordstrom's, Virgin Airlines, etc.
   
3. Get involved in your community.  Look for ways to let your market know that you are an integral part of the community.  Participate in local events by sponsoring or volunteering with local schools, sports teams, charities, religious groups or other community organizations.  Get involved with local business organizations, such as the Acworth Business Association and the Cobb Chamber of Commerce.  You must actively participate in these organizations so that others will know who you are and what you do; just being a member is not enough.
   
4. Promote your business through effective advertising channels and promotional events.  Here, you must do your homework and determine which avenues can be the most effective in reaching your target audience.  Be bold and creative and implement strategies that your competitors are not utilizing.

These are just some of the ways you can work “on your business” rather than “in your business” to differentiate yourself from your competitors.  And, don’t let too many activities get in the way of fulfilling steps 1. and 2.

Don Kyle works with business owners who want more customers and higher profits.  He offers a free consultation to business owners who are serious about improving their bottom line and quality of life.
(404) 580-6331, dkyle@smallbizzmbz.com