What are the different ways for your business to stand out among competitors?
Entrepreneurship is often more challenging than most people imagine. Besides a great idea and zeal, you need to build the business from scratch. What’s more, founding a small company often calls upon you to use more resources than you might have available.
But with enough patience and persistence, you can figure things out. You can get the funding. You can hire the right people. And you can create a viable organization.
It’s Not Always about a Superior Product
After you figure out how to build a company, you’re faced with fierce competitors. The fact that you have a superior product may not be enough to win customer loyalty. Your competitors may market their products to promise instant gratification at a lower price.
So, the issue is not always about building a better mousetrap. It’s often as simple as getting people to appreciate your product more. In other words, the best way to beat the competition is to increase customer satisfaction.
3 Ways to Sell an Incredible Widget
For the sake of illustration, imagine that you’ve invented an incredible widget. How do you beat competitors that have similar widgets? You do it by creating a superior customer experience.
Let’s take a closer look at these three ways of making your business stand out from the competition.
1.Sell the buying experience.
It’s a strange fact of business life that customers don’t just buy a product for what it can do for them. They also buy the experience of receiving the product.
For instance, people love watching unboxing videos on YouTube before the Christmas holidays. Viewers get a vicarious thrill from watching a box getting opened and its contents pulled out.
In advertising parlance, it’s about selling the sizzle before the steak.
So the package the product comes in is your first chance to delight your customers. Using a service like Custom Boxes Now, you can package your products to thrill customers as soon as it arrives on their doorstep.
One company that understands the power of shipping is Amazon. Their customers are often thrilled to receive their customized boxes.
Contact Reporter for Los Angeles Times Ryan Faughnder reveals a new way Amazon has raised the ante when it comes to boxing their products: “The Minions of “Despicable Me” have already graced billboards, board games and kids’ backpacks. And now the ubiquitous yellow cartoon characters — known for speaking in gibberish and gleefully creating chaos — are showing up on some of Amazon’s delivery boxes.”
- Actively solve the customer’s problems.
Everyone hates problems. They get in the way of the smooth flow of life, and sometimes they can be downright threatening. Consequently, people love businesses that actively solve their problems.
The bigger the problem, the more they love the business that solves it for them. HubSpot hits this point home perfectly in their “8 Ways to Solve Prospects’ Problems Through Your Marketing” article, which bring real life situations into play, while also mixing in the right type of branding, advertising and content creation.
Imagine a customer’s delight when they open a package that has a product that will solve their pressing problem.
Think about how a teenage girl feels with severe acne feels when she receives a box filled with skin cleansing products.
Think about the relief a mechanical engineer experiences when he receives a component that will fix his most productive machine on the shop floor.
You can gain immediate customer loyalty by providing an incredible widget that solves their problem. It should do more than amuse, educate, or make a customer’s life easier–it should actively solve their most pressing problem.
- Provide exemplary customer service.
There is nothing new about the idea of customer service. The idea is brought up almost every time there is a management meeting about how to improve the business. Numerous seminars and workshops are run everywhere throughout the year to train employees on how to treat customers better. And customers are often asked to provide feedback on the customer service they received when they ordered on the phone or called in to complain.
Yet despite all this apparent endorsement of the value of customer service, many companies fall short on delivering exemplary customer service.
There is a gap between intention and implementation.
McKinskey’s Quarterly Report explains exactly what is going on: “What’s regularly missing, in our experience, is the spark between the customer and frontline staff members—the spark that helps transform wary or skeptical people into strong and committed brand followers. That spark and the emotionally driven behavior that creates it explain how great customer service companies earn trust and loyalty during “moments of truth”: those few interactions (for instance, a lost credit card, a canceled flight, a damaged piece of clothing, or investment advice) when customers invest a high amount of emotional energy in the outcome. Superb handling of these moments requires an instinctive frontline response that puts the customer’s emotional needs ahead of the company’s and the employee’s agendas.”
3 Simple Steps for Amazing Results
Sometimes we miss the obvious because it is hiding in plain sight. Often companies develop elaborate strategies to beat the competition. However, if you can enhance the delight customers experience when buying your product, provide a product that actively solves their problem, and back everything up with exemplary customer service, you will leave your competitors in the dust.