Dare to be different

PRESENTED BY REGIONAL BUSINESS SERVICES

Forget about the cliche of new beginnings this (Financial) New Year. Every single day is a brand new opportunity to do something new and exciting – something different.

Challenge yourself and your peers to be DIFFERENT in the best way possible. Whether you own, are employed in or plan to open a business, every day when you wake up, you have the power to be DIFFERENT. Keep in mind – different doesn’t (always) mean weird, it doesn’t mean strange. Different can be doing something so well that it gets noticed. When you deliver your product or service – what is it that makes you stand out from the competition? Do you use the best ingredients, do you have the best staff, is your customer service exceptional? You need to know why your customers choose you. You need to understand what your ‘Point of Difference’ is.

What is a point of difference?

A score of difference is a unique feature/s that makes your business stand out from the competition. It is the reason why your clients choose you above all the others. A point of difference can be something very small or very significant. It can be the convenience, it can be quality, it can be marketing, and it can be service. So how do you know what your point of difference is? You might not have one yet! Or you might have one and not even realise it.

How do you determine your point of difference?

Ask! Ask your clients, ask your employees. See what it is that they like that keeps them coming back to you.

Check out the competition

Be a mystery shopper, send along a friend or employee to experience how others operate. You might learn new tips, or you might find you are miles ahead!

Be the customer

Ask yourself, if you were in the market for your product, why would you go to your business? Often quite tough because we know what we think we provide but is it actually what your customers experience? The challenge in this exercise is that it is not always apparent to you what your point of difference is. You might WANT something to be your point of difference, but if your customers don’t notice it, then you need to step it up. That’s not to say your approach isn’t worthwhile! It means you need to do a little bit more homework and investigation to implement it. Once you know (or have an idea) of what your point of difference/s are you need to workshop, develop and test them. Have trials and get feedback so if you need to, you can make adjustments. Finally, LEVERAGE your point of difference!

Shout it from the rooftops! Let everyone know. There is no use in doing something if no one knows about it. Become the business that your clients don’t even know who your competition is. Provide them value and unique and distinguished customer experience. Provide them with the things that they didn’t even realise they needed until you showed them! Create ruthless loyalty. Have your clients become your salespeople through their glowing praise. And don’t just do it once, do it EVERY day. Every day is a new opportunity – dare to be different.

Trent Yesberg Business Administration Consultant

Trent is a National Award winning Business Consultant with 15 years of Commercial & Finance experience. Trent shares practical advice and steps that your business needs to grow and prosper.

Regional Business Services 39 Ingham Road Townsville 4795 1181 trent@regionalbusinessservices.com.au www.regionalbusinessservices.com.au

DISCLAIMER The information provided is general advice only. We have not considered your financial circumstances, needs or objectives and you should seek the assistance of a qualified advisor before you make any decision regarding any products mentioned.