03/12/2025
One of the biggest challenges small businesses face is becoming a โme tooโ business.
โข You compete on price instead of value
โข Your marketing feels generic
โข Customers canโt see why they should choose you
โข You struggle to attract the clients you really want
Thatโs exactly what happened to Barry.
When Barry first started his business, he had big plans to do things differently.
But as things got busier, he slipped into the same patterns as everyone else:
Same messaging.
Same service.
Same customer experience.
He became another โme tooโ option and he knew it.
So we worked together using a simple set of questions (you can ask yourself these too):
โข What do your competitors do well?
โข What do they do poorly?
โข What frustrates customers about your industry?
โข Why do customers choose you over others?
โข What bold promise could you make that would truly set you apart?
Very quickly, Barry realised where the gap was.
Most of his competitors used cheap parts, took forever to quote, and didnโt show up on time.
Customers hated that and Barry knew he could do better.
So he built a clear and compelling point of difference:
Barryโs 3 Points of Difference:
1) Always on time, with our quotes, when starting the job, and finishing the job;
2) Only genuine parts used, which means when we fix something, it stays fixed, when we install something, it keeps working, and if it doesnโt for some odd reason, weโll fix it for free;
3) Clean and tidy - weโll leave the area we work on cleaner than it was when we got there, and weโll send you the picture to prove it.
As well as winning more work, the other advantage Barry got from this was the positive pressure to improve his processes and train his team so that his business lived up to its point of difference.
This is the power of defining your uniqueness
So what truly sets your business apart from everyone else in your industry?
Because being in business should give you more lifeโฆ