What makes a potential customer want to buy your goods or services from you rather than from someone else? If you are a small business you may not be able to compete with the “big guys” on price. So what sets you apart? This is something that all small business owners need to think about and cultivate. What makes you special?
At a recent Small Business Roundtable, several of Alexandria’s small business owners discussed what might differentiate their small business from a competitor. The first thing to recognize is how to make your product or service superior to that of competitors. Often it is because the customer experience is superior. Not too many folks worry about the “customer experience” when they buy paper towels or other ordinary goods – let the online services and big box stores deal with those. However, if what you sell is a product that people want to try on, touch, or feel, or taste, then you can offer what a big store or online service cannot, a pleasant experience for the shopper.
The same is true for most services. There are apps and online services for everything from banking to web design, and most of us do some purchasing online. However, if your printer or designer had their shop around the corner, wouldn’t you consider that they would have a better “feel” for your business that some anonymous online presence? If you can offer the “local touch”, and are able to communicate that to your potential customers, than you have found a competitive advantage. Remember this when you do your own business-to-business purchasing as well. For your business and for the small business community around you, be sure that the word gets out to buy small and buy local.
The personality of the small business owner and the employees can also be a competitive advantage or, unfortunately, a disadvantage. A pleasant greeting on the phone and in person can go a long way. Know and advertise your neighborhood and your connections. People like to do business with folks who “know people”. If you can recommend the ice cream shop around the corner on a hot day, a great coffee shop where someone can rest for a few minutes during a busy day, or a great local dry cleaner, your customer will see you as a part of the local community. Reinvigorate the experience of doing business with your company, and with your business community — that is your competitive advantage, and it will bring the customers back time after time!