We have something really special for our Lang Owners in this edition. It’s an easy way to look over your business. This is an excellent tool for the business owner.
LANG April BIZ TIPS
Your Difference Is Your Success Key
There’s an old and true saying in marketing: “What makes you different is what makes you money.” In other words, the uniqueness only you can offer, that your competitors cannot is your “edge.”
Without differentiation you become a commodity and that means people have no choice but judge you on price. That should keep you up nights!
But you have a path to follow with this month’s post. You will be given access to the MAPP (Marketing Analysis Profile Process) © in a mini version, produced by Pirozzoli & Williams, at no charge. Many small and large companies have used this process to create uniqueness that positions them for higher price point and perceived value.
It’s extremely important to complete the entire process.
Here then, is the MAPP©
What perceptions do you think come to mind when people hear the name of your company:
Why do clients do business with you:
What would you say they like most about doing business with you:
What would you say they dislike most about doing business with you:
What would you say they least understand about what you do:
What is the single most important perception you would like to change regarding your business:
Complete these two headlines:
–You should do business with my company because:__________________
–Our company is really in the business of:__________________
Now on a separate sheet:
Take a few moments and write out every single benefit (large and small) your company offers:
From that entire list select the top 2 or 3 only:
What is the single most important message you want to convey:
How do you differentiate yourself quickly from competitors:
How do you communicate that:
What is your unique point of differentiation (a clear and unique expression of what you do, how you do it better, and why anyone would care):
You are on an elevator at the 4th floor about to go down. It’s about 40 seconds to the first floor. A buyer gets on and asks: “Tell me what you do” –The elevator has started moving. What is your answer?
Is that answer giving a compelling differentiation or reason for action:
Can every coworker / employee involved with you articulate the differentiation:
Where would your employees say you are losing sales opportunities:
Do you believe your company has enough awareness in your markets:
What do you think is your greatest obstacle to increasing your sales:
Describe your best target client:
What is your customer breakdown by sales volume (service / products) in short where do you really make money:
Is this mix the way you want it:
How would you change it:
Do you think that you can get more sales from your current clients:
How do you go about doing that:
How do you present or meet with clients for the first time—what is the most immediate factor you want to establish:
How do you know what your customer really wants and needs:
How have you gained qualified leads in the past:
The majority of successful business owners started their business for meaning, not money. What was that meaning for you, when you started your firm? Do you feel the same about that today?
Now review all the answers and look carefully through your data and single out the most unique factors and start to build you marketing and message on that and stick with it—it takes consistency.
You’ve thought through a great deal so now you should redo the two headlines, and they should be radically different than the first type you wrote them.
Complete these two headlines again:
–You should do business with my company because:__________________
–Our company is really in the business of:__________________
