Digital Marketing – How Do I Make My Business Different From Others?
One of the most important aspects of making a business is learning how to differentiate. To understand a process, the way results are produced, it is primarily most important to understand outcomes — the actual results you would prefer to produce. These outcomes exist within every component of your company’s process, from the very first interaction with a prospective client, all along the value chain, to the last outcome you are determined to produce.
Remember: how you do it is what differentiates your company from everyone else in your industry. You succeed, or you don’t. But, success is only measured by the impact it has on your customer, the emotional impact, the visual impact, the functional impact. An impact your customer has never experienced before.
Your job is to design your company so that it has that impact, that successful emotional experience, that unanticipated result. Differentiation, in layman’s terms, is key. To attain a measure of differentiation that really works, how you do what you do is just as important, and in many cases more so, than the actual deliverable it produces. I know that sounds bizarre on the face of it, but think on it.
Imagine your first meeting with a potential client, where your sales guy, or your proposal expert, is to sit down with your prospective client to scope out what they want.
Imagine that you bring a notepad, to take notes on. Or, perhaps, if you’re a truly sophisticated gentleman, your laptop. (Just play along with me here; I know that what I’m about to posit would never happen in your company, but it does happen to most people in your business.) Imagine the pad of paper is like one your child might buy for school, lined pages, spiral notebook, inexpensive, nothing to write home about. Or, imagine that your laptop doesn’t have wireless, or maybe it does, but you failed to ask your client whether their home is configured for wireless, and, unfortunately, it isn’t.
To sum up, at the very outset of your interaction with a prospect you lost the opportunity to position your company in a way that establishes your authority. Your distinction. Your presence. Your influence. Your difference.
Then the question is, how do you establish your authority? Automatically, without hesitation, so that your prospective client thinks, automatically, without question, “Oh wow! These guys have really got their *$%& together!”
Every single step you take in your business process must be thought of like this. That’s right, every single one.
That’s what it means when we say working ON your business, rather to simply working IN it.
The most competitive companies do this without exception. Everyone else doesn’t. Everyone else simply works IN their business, doing it, always thinking that it’s the price, Jerry, it’s the price. We’ve got to get the price lower to get more business, when in fact, despite what you may think, it is not the price, never has been. The price only becomes significant when differentiation doesn’t exist.
So, a function does trump form. Every time. The way your handle functions, how it processes itself, is what makes your company unique, just as Steve Jobs did at Apple. Take a look at Apple, the most valuable company on the face of the planet. How on earth did Jobs do that?
In exactly the way I’m describing to you here. To accomplish that noble objective you have to go to work ON your company, as opposed to working IN it. Just like Steve Jobs did at Apple. Step by step by purpose, deliberate, highly differentiated step. When we think methodically, we think in two ways: over time, and in time. By ‘over time’, I mean that step-by-step process of completing a goal. A process is, after all, a system happening over time, each step is a system in itself, which is what I mean when I say, ‘in time’.
A white pad of paper is a system ‘in time’. What you do with that white pad of paper happens ‘over time’. In that respect, a script you use when positioning your company is a system ‘over time’ — which is a process through which identifiable objectives are completed, benchmark by benchmark.
A benchmark is an objective, or outcome, with luck reached as you utilize the script. For example, Benchmark One in a sales script might be the agreement attained with your prospective client that by the time the script is done, the both of you will come to an agreement about the scope of the assignment ahead. As you advance in the process, other objectives or benchmarks, or outcomes, will be fulfilled.
What are those objectives, those benchmarks? What choices does your prospective client need to make, in order for the impact you wish to have on him or her to be seen, felt, experienced?
For more information, click this Positioning and Differentiating worksheet done by Michael Gerber.
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