why should I do business with you?
A reasonable question?
Sure, as it is the Customer who will pay their hard-earned money to support you & your business.
Unfortunately, most Customers can't see much difference between you & your competition.
Is price the overriding factor?
If it is price you rely on, you are in trouble, I’m afraid.
Because you can never be the cheapest, all of the time.
So, what does make the difference – what grabs a Customer’s attention?
1. Be the fastest
Become renowned for returning customer's calls, immediately. In today's "I want it yesterday" world, being known for a quick response, or always being on time, is a powerful differentiator.
2. Be easy to do business with
A number 1 factor with Customers. Study every aspect of how you interface with Customers & correct anything that might make you the least bit difficult to do business with. Are your invoices clear & easily understood? Is your website & online ordering system easy to navigate? Do you empower employees to say "yes" to customers without having to get approval from a manager?
3. Learn your Customers wants & needs
Let the Customer choose. They win, you win. Today's Customers know exactly what they want; google has changed the supplier/Customer relationship. Let your Customers decide. Give them what they want, not what you want to give them.
4. Highlight your value
You don't have to have the lowest price, but you do have to demonstrate that you're a great deal. That's the essence of value. Never take for granted that your Customers understand that you're worth what you charge. Spell it out for them. Educate your Customers. It's not their job to see your value. It's your job to show them. All it may take is a realization of "Oh, I didn't understand before how that was saving me money" for you to lock in Customer loyalty.
5. Be relevant
Look beyond the immediate needs of your Customers, to a bigger picture view of how you can help them succeed, make their lives easier, or create new opportunities for them. Look beyond your core product or service & explore how a "big picture" approach which can be your ultimate tiebreaker.
6. Give your Sellers authority
Nothing is more frustrating to a Customer than hearing the words "I'll have to ask my manager" or "I'm sorry, but our policy is . . .". Train your sellers to resolve Customer problems fairly, amicably, & whenever possible, immediately. Effective problem resolution can win you customers for life.
7. Consistency
It is great to hear "superstar" stories about employees that go above & beyond for a customer, BUT the most powerful tiebreaker in today's marketplace is consistency. Customers want to know that no matter who they deal with in your company, they will receive the same level of great service.
That is the most powerful differentiator of all.
Start there & then work to get better. The more expectations you master, the better your chances to win the business when your potential customers ask "Why should I choose you?"
Happy selling!
Richard
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