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If You Look And Sound Like Your Competition, Your Customers Will Buy From Your Competition. Â
American businesses are copycats. Just look at the Yellow Pages, or any advertising: everybody says the same thing: the business name, location (and website location), and a laundry list of the same products or services, and a few bland slogans. Maybe it's just a lack of imagination, but most companies look and sound identical. So what they offer looks like a commodity. There's the fence company that offers 12 different kinds of fences, for commercial and residential property. They offer "Quality Fencing and Old World Craftsmanship". They're a member of the American Fence Association. And they give Free Estimates. They guarantee their work. The problem is that I found over a dozen companies that say the same thing. I found the same thing for electricians, plumbers, moving companies, and insurance agencies. Â
Does Your Advertising Make You Stand Out? Â
If not, you'll look just like your competition. That makes you a commodity: you are virtually identical to everyone else. If shoppers can't tell if you're any better why shouldn't they just shop for the lowest price? They're be crazy to pay anything extra for the same commodity! Â
You Don't Have To Look Like A Commodity, Even If You Sell A Commodity. Â
Even if you just sell stone, your customer still has special needs. Do you deliver? Can I schedule the delivery for a weekend when I'm home? Do you just sell by the ton, or can I get a 10 pound bag? Do you have different materials for interior and exterior projects? Do you custom cut, and offer different grades, grinds, and qualities? How about exotic or specialty stone? Semi precious? Do you offer seminars for either consumers or contractors to show better, more interesting ways to use your products? How about design help? Can you show consumers a design portfolio that can inspire ideas? Do you know how most of your customers use your products? Do you know their biggest challenges? Are you open late so I can shop in the evening? Do you have an indoor showroom so I can shop when it's raining? How about your staff: will they show me how to estimate how much stone I need for my driveway, and help me with the estimate? How about payment options? Can you help me find financiing? Do you offer just gravel, or granite and marble? Can slabs be custom cut? How about veneers? Or contractors you recommend to do my stonework? Do you have the the tools that those contractors need? Have you ever thought of hosting a showcase for your best contractors, so they can exhibit their work and win more customers (and have to buy more from you?).
Get the message? Â
No matter what you sell, you can look like a commodity...just like your competition. Or you can show how you're unique in your industry, even if you do sell a "commodity."
Marketing means making it easier for consumers to find exactly what they want and need. Inspiring more customers with new ways they can use you. And making it more convenient for them to buy from you. Â
Tired of competing on price? Then stop being a commodity.