Just imagine what it would mean to your business if your prospects refused to do business with anyone else. It’s entirely possible if you develop a powerful set of Compelling Competitive Advantages™ that differentiates you from the competition.
One powerful differentiator is SERVICE LEVEL. Differentiating yourself with service is especially powerful today when service (often substandard) has been outsourced to overseas agents and when many businesses reduce expenses in the service area.
One simple but powerful service level strategy you should consider employing is making it easier and more convenient for customers to do business with you. To improve customer convenience:
Add more locations. If appropriate for your business, open more physical locations.
Add more purchase options such as employing mobile services for ordering.
Make ordering easier. For example, although many restaurants allow for takeout ordering, the ordering process can be annoying such as having to wait in line. Savvy restaurant marketers are now providing a way to order on the web before order pickup at the restaurant location. No waiting time is required by customers when they arrive at the restaurant.
Become more available. Consider allowing customers to order from you 24/7. The success of around the clock convenience stores has proven that this approach works.
- Add value added services. Reduce the stress of shopping for customers. Shopping can be a stressful process at times. But if you are shopping with kids, it is pretty much a guaranteed frustrating experience. If your business requires evaluation in the purchase decision, i.e. computer or furniture or clothing, or requires a lengthy visit, i.e. dentist or doctor or health club, then having a kid’s play area is a huge point of differentiation.
Whatever business you are in – even if your business is considered a commodity by your prospects – you can gain a powerful Compelling Competitive Advantage™. Rethinking how to make your business more convenient is a great start! How can you make doing business with you more convenient?
