We’ve all heard the advice that if you want to stand out from the rest who do similar work, you’ve got to tap into your unique competitive advantage.
What is your unique competitive advantage? What do you bring that your clients want and nobody provides it like you?
If you’re thinking that it’s important to know this but you just don’t know how to distinguish your products and/or services, you’re not alone. At a premier business conference, I met a fellow CEO of a certified women-owned business who ran a product-based company. She struggled with how to identify her competitive advantage.
For years, her company supplied corporations with paint products. They weren’t the only ones in the market which meant they were constantly competing with all others.
That’s a recipe for a race to the bottom. She recognized that the idea is to stand out but just couldn’t figure out how.
We started with focusing on one of their core values: Customer Excellence. Most companies use the values as an exercise and post it on the wall never to revisit. We use it as an active foundational tool to create new possibilities. In this case, to distinguish her services.
I asked her how her company exemplified this particular core value. She shared how they show the client how to apply the product according to product specifications. She also mentioned the extra consulting she gave them to ensure 100% client satisfaction and to increase the product’s life once applied.
The Eureka Moment
Previously, she only viewed her company as product-based. In that moment, a light bulb went on. She realized a service-based option.
By outlining then branding her unique signature process, she took a common product and delivered it in an uncommon way: their signature way. It gave her company an edge in the marketplace.
She also added an additional revenue stream. Her signature process is branded in a way that is easily understood by the customer, which increased her conversion rates. They saw value in her consulting services, which ensured that their investment in the product had staying power when applied in their properties.
How about you?
What is your uncommon approach that is unlike any one else?
Invitation to Work On Your Uncommon Way
If you’re inspired to create your own signature asset that distinguishes your company from all others in the marketplace, I invite you to register for the Create Your Signature Program Master Class on Thursday-Friday, September 16-17, 2021. Join us either online or onsite. In just two days, we will mentor you through our proprietary framework to design your signature asset so that it:
Is easily understood by your ideal clients/customers
Establishes your company as the go-to resource
Expands your revenue streams
We have shown a variety of companies to create their signature way, such as product-based companies, service-based companies, insurance companies, realty brokers, salon owners, CPA firms, consulting companies, training/coaching companies, and marketing/social media companies. Register at: