Does your business have a competitive advantage?

How do you communicate it to customers and staff?

If you are like me you probably don’t talk about your competitive advantage enough. Especially in your marketing materials.

When I have a client on the phone shopping for options I am usually fairly quick to mention that my staff is local and knows the area.  This is different from my larger competitors who would need to send staff on train or in a van to my local locations creating more cost for the client even though my hourly rate might be a little higher.  Which means the client still saves on cost!!!

This doesn't fall into “hard sale” territory as I am showing my knowledge and educating the customer.  I get to help in shaping the decision.  Because my staff are local I have an advantage when it comes to consistency and retention for those local businesses and events.

Takeaways:

1. Understand your competitive advantages (You may have more than one!!!)
2. Communicate competitive advantages in marketing & direct communication
3. Develop more competitive advantages as you go!

Build A Moat

A company's moat refers to its ability to maintain the competitive advantages that are expected to help it fend off competition and maintain profitability into the future.