At times, it can be difficult to demonstrate the true value of your service to a prospect, unless you can identify that one thing you do well, that differentiates you from your Big Business competitors.
You can’t afford to blanket the populace with leaflets the way that they do so you have to be able to do something within your business to demonstrate what you can do and to make sure that you will become known for the style of service you bring instead of what you are selling.
You have to identify what make you special so you can bring a different style of service to your customers this is the “light show” that your customers are looking for
There are three ways you can do this…
1. Undercut their prices – not really ideal because they can get their equipment in bulk bringing down their costs behind the scenes and maintaining a profit.
2. Offer more value added services for the same price such as warranties and after sales servicing – a slightly better solution, but at a higher labour cost.
3. Identify that one thing you do better than anyone else, and lead with that – This is the best solution because it becomes less about what you have to pay and more about what you have to do.
As a business you have already identified where your skills are. You know what you can do. The role you have now is to help them see it.
You will find that dedicating yourself to one particular service within the industry and doing that better than your competitors will make your customers see you in a new light and when they think of you it will be through shining results.