Your Ideal is.....
Don’t assume you know what it is that your customers value most about what you do – ask them! Ask lots of them. Specifically, ask your ideal customers and then really listen to them. Look for patterns to emerge.
I’m going to say this again, because it’s so crucial: To do this, you have to be quiet and listen. Stop selling. This is called customer relationship building. It’s also called researching what sets you apart from similar businesses. If nothing sets you apart, then customers will make their decision based on cost alone.
Is your product or service a commodity? I didn’t think so. Your business does have different people with different levels of skills and experiences. You have different processes and systems developed in solving a customers challenges. Differentiation means you have to stand out from the crowd. If you haven’t yet nailed down what makes you unique, do it 'stat' – as my family in the nursing profession would say. Do it immediately, yesterday – you get the idea. Find out what your customers value, what you do really well. Then do more of it.
Wait – let’s go back up there to where I said something about your ideal customer. Do you know who that is? If you don’t, you’re setting yourself up for negative buzz, according to John Jantsch in The Referral Engine. And I’m sure you don’t want that.
Start by answering these two questions: