To keep in the forefront of your customers mind is becoming ever so critical in our fast paced world. Technology now allows customers to quickly search, review and select the business they wish to deal with. So how do you get customers to do business with you?
Many small business owners make a common marketing mistake – they promote the features of their products and services or business (rather than the benefits customers would receive) and the price … without offering any other point of differentiation!
Marketing this way fails to educate your potential customers about the real differences that your business offers. The differences that make yours the better business to deal with.
Whatever those differences may be, the key, then, is finding out how to state it so that your potential customers understand those differences in an instant. A Unique Core Differentiator is your tool.
Your Unique Core Differentiator(s) are the things that really set you apart from your competition. It is the ‘special-ness’ about your product or service (or about your business as a whole) that compels people to buy from you instead of from your competitors.
That’s because a well-formed differentiator targets the ‘hot buttons,’ real buying concerns, or ‘key frustrations’ of your customers. In one statement, it tells potential customers exactly why they should buy from you and reminds current customers why they continue to deal with your business.
It’s a key point of differentiation between you and your competitors and helps the customers identify that they really do need to choose you over your competitors.
This, then, creates something that is constantly unique.
Further, you’ll notice the use of the word ‘core.’ And that’s an important point. Your Unique Core Differentiators, those things that make you unique, must permeate your entire business: the way your team members present themselves, the way you deal with your customers, the way your business itself is presented. Virtually every area of your business must fulfill that differentiation.
Because of that, Unique Core Differentiators are powerful in 2 ways:
- They articulate exactly what the customer wants, AND, just as importantly,
- give a laser-like focus to everyone on your team.
This means that when you identify your Unique Core Differentiators, you’ll have a much better chance of building an even better business.
A business that stands out from the rest of your industry.
A business that isn’t caught in the trap of selling on price.
A business that potential customers will want to deal with.
And finally, you must articulate your Unique Core Differentiators on all your marketing material, even your signage, if possible.
At Ceebeks Business Solutions we are experienced in developing UCD’s for small businesses, so contact us if you would like to improve your business and stand out from the crowd.
Business Development Specialist - Ceebeks Business Solutions for GOOD
I love business and the ability to change people’s lives through them!
At Ceebeks Business Solutions for GOOD, we get up every morning to positively impact young families in business by making their businesses REALLY work so that we all make an even bigger impact together. The rewards that bring allow our team ('the fantastic five') to make small but powerful contributions to impact our local community, our country and the lives of those less fortunate around the world.
You see, something quite remarkable happens when we work together, for example, the gift of water is made when we prepare a tax return, the gift of a goat is provided when we help a new business start-up, the gift of shelter is forwarded when we organise a home loan. When we work together, we actually change the world!
I am a business development specialist with nearly 40 years’ experience, a CPA, an authorised representative of Avana Financial Solutions Ltd (Authorised Representative no. 231937) and a credit representative of Outsource Financial Pty Ltd (Authorised Representative no 396061). I have recently co-authored an International Best-Selling Book 'Legacy - The Sustainable Development Goals in Action' and in 2020 published my first book - 'Chasing the Dream! - How to Grow a Business in these Amazing Times', host a daily blog/vlog on our small business Facebook community group page 'Chasing the Dream, and with our Team run a monthly event for small business owners called 'The Chasers Meet-Up', where a guest speaker presents a topic and tips and strategies are openly shared.
In 2015, our business won the Change GPS International Member Firm of the Year and in that same year, I was a founding member of the Global Accounting Movement - Accountants for Good. We were recognised in 2016 by Steve Pipe in his international publication - The World's Most Inspiring Accountants and Featured in "The LinkedIn PlayBook" by world-renowned social media strategist and consultant, Adam Houlahan. In 2017, we were in the Top 25 Most Popular Accounting and Tax Services Award for search4accountants, B1G1 Business for Good Top 100 Giving Businesses in the World and a Semi-Finalist in the 2017 Victorian Regional Achievement and Community Awards. In 2018, we were an Australian Accounting Awards Finalist in "Community Engagement Program of the Year", a Semi-Finalist in the Victorian Regional Achievement and Community Awards 'South West TAFE & Deakin University South West Regional Achiever Award', a Nominee in the Victorian Regional Achievement and Community Awards 'Regional Development Victoria Business Achiever Award', and featured in the Top 25 Most Popular Accounting and Tax Services Award by search4accountants.