Have you considered why customers come to you?

Differentiation is what makes products or services special or unique. That is the reason customers come to your business rather than your competitors.

What do you offer that is different to your competitors?

Many business owners, large and small, believe the answer lies in reduced pricing. This is too simple and potentially too costly. Resist the temptation to compete on price alone as lower prices equal lower profits.

Customers value your products in other ways such as:

• quality – does the product or service meet or exceed customer expectations?
• convenience – how easily can customers access the product or service?
• availability – is the product or service available when customers want it?
• reliability – is the product or service dependable and does it carry a guarantee?

And there are other considerations that will influence customers in your favour, like:

• safety – is the product or service safe to use?
• environment – does the product or service meet customer expectations on environmental impacts?
• sourcing – where are your products and services sourced and manufactured – at home or overseas?
• customer service – is your business flexible and timely in dealing with customer feedback?
• customer testimonials – what do customers say to other people about their experience with your business?

Create something special and support this with an excellent customer care package.