We tend to assume customers know a lot more about our business than they do – And many of us are shy of blowing our own trumpet.
No one wants to think they might turn into this guy pictured here. Here are some tips to avoid it:
- What is your USP, what differs you from others in your sector?
- Don’t say you are the best. Say why are you the best at what you do. (Even better, maybe you’re the only ones who do this).
- How relevant are other activities in the business to your clients? (Focusing on what’s necessary).
- Apart from your USP – what else can you offer?
- Do you have a warranty or guarantee?
- Do you offer a free consultation?
- What awards have you won?
- Do you have a youth development programme or internship?
- Can customers find reviews, testimonials? (Your website or Google reviews).
- What community support do you engage in? (Schools, charities, sponsorship)
- How long have you been in business and is it family run?
- How green is your business – do you recycle, or have reduced cost LED lighting, use solar power, reuse rainwater, compost staff lunch waste etc?
- Do you go out and visit clients?
- Is there a professional body behind your work you are accountable to?
- Do you have great examples of your successful work?
Make your decisions, write them well, commit to them, be consistent.
How to use these tips.
Now, don’t be all things to all people, all at once. Nothing will cut through, you will look too hard and they may go elsewhere.
Instead, keep your USP up front in your main touchpoints: selling tools; advertising and signage. Then include more detail through: Networking; social media; how to videos; press releases; you tube videos; newsletter mailouts; pop-up messages in your website – whatever mediums your customers are engaging with you in.
People want to do business with people they like. Including the things that make your business personal opens you up so customers can relate.
Be proud of what makes you different and what matters to you. It will matter to some others too.
Be firm and proud, be confident to blow your own trumpet in these ways.
(Written by Chris Norris from a session between members of the Independent Board facilitated by Steve Myatt – Horizon Business Solutions)