11. August 2012 11:00
What is your company’s brand promise? What do your clients think of when they think of your business? Why should prospects choose you over the hundreds of other businesses that you compete with each day? Whether you are a dentist, florist, accountant, or dry cleaner, it doesn’t matter- your brand promise is typically centered on you, your team, and your involvement in your community. People do business with you – yes, because you are good at your craft and offer competitive pricing, but also because they like and trust you. They come to your place of business and talk to friends, not strangers. Your clients intuitively feel the genuine care your team has for their well-being. You are not just making a ‘sale.’ They are not ‘just a number.’
This brand promise seems too simple in a complex world filled with trillion dollar conglomerates. But guess what- the leadership teams at these companies spend their waking hours trying to figure out how to break down their operations to produce what you, as a small business owner, have mastered. They spend endless hours, trying to make themselves more flexible, their clients more loved, and their solutions more customized. Chances are you spend your day trying to figure out how to compete on price with your larger competitors that have enormous purchasing power and marketing dollars. Chances are they are not going to be able to compete with your level of client intimacy and that you are you not going to effectively compete just on price.
So why exhaust all of your energy on playing defense? Not to minimize the real life challenges of competing against the Walmarts and Home Depots of the world, but never forget your competitive advantage which these goliaths envy. Step up your offense- allocate MORE time and energy on your team and client experience. How can you make your office the best place in town to work and how can you connect with your clients at an even deeper level. Re-focus your energy where it counts and don’t underestimate your true value.