07.18.06
Defining Who and What You Do
Defining who and what your business does is probably a relatively easy test for most business owners. However, can you also answer what makes your products and/or services unique or that provides a competitive advantage? Can you do it in two or three sentences or in 10 to 20 seconds? If you can, you have a great advantage over others because you can explain it to your customers.
You may be thinking, so what? What does that have to do with anything? The simple answer is a lot because when your customers understand they can more easily tell others what you do in the same effective manner; and word-of-mouth referrals can be more valuable and instill stronger customer loyalty than any other customer you will work to recruit.
So, take a few minutes to write down what makes your products or services unique. Try to stay away from describers such as “excellent service” and “reasonable” prices because they really aren’t unique. Look for true competitive advantages that make you stand out amongst your competitors and in the eyes of your customers.
