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How To Differentiate Your Business From Your Competitors

For all small businesses, one of the key marketing issues is how can you differentiate your business from your competitors.

You must give your customers real and tangible reasons to choose you.

I was at a marketing seminar last week, part of which was given over to a case study as to how one business had done this.

The business featured was a florist with both a shop and an online business – a seriously crowded market place.

The point was made that if you’re ordering flowers for delivery from a bog standard florist, after the order’s been taken you may get a confirmation email and an invoice.

But that’s all the contact you likely to have.

The featured business’ process is very different and was designed to differentiate the business.

  1. After you’ve placed your order, the first contact is an email confirming all the details of the order.
  2. Next you receive an email with a photograph of your flowers made up and the name of the person who made the bouquet for you.
  3. The flowers are then delivered in an elaborately wrapped van which looks like a mobile bunch of flowers.
  4. Only happy, outgoing, helpful people are recruited as delivery drivers or “Deliverer of happiness” as they’re known.
  5. As soon as the flowers have been delivered, the driver sends you an email from the van telling you the time the flowers were delivered.
  6. If the recipient isn’t in, the flowers are left with a neighbour who’s given a “Good Neighbour Award” of a thank you card and a box of chocolates there and then.
  7. The day after the delivery, the recipient is sent in the post:
  • Flower food
  • Information about looking after the flowers
  • Discount code for their own purchase
  • A polite request for a testimonial

That’s a lot of customer care.

What these people have done is to look to add value at every stage of their service and to make it literally world class.

Now you might even think that this is a bit over the top.

But who are you likely to go back to or refer to your friends – a business that demonstrates how important their customers are to them or the bog standard florist who takes the order and, you hope, delivers the flowers.

So if you want your business to truly stand out, you should look closely at every contact point you have with your customers.

See if there is something extra you could do to add value to your service and to demonstrate to your customers how much you really care about their satisfaction.

I promise you it’ll be worth your while.

If you want any help with this or any other elements of your marketing, give me a shout on mikejennings@marketingsurrey.co.uk , call me on 01483 200387.