In our last article we covered finding out where and who our customers were.
Next, we need to let them know what we offer as goods or services.
We tend to assume that clients know a lot more about our business and its purpose than they do – And many of us are a little shy of blowing our own trumpet.
No one wants to think they are this guy pictured here, so here are some tips to get you started and help build the confidence you are getting this right:
1. What is our USP, what differs us from others in our sector
2. Why are we the best at what we do? (Maybe we’re the only ones who do this)
3. How relevant are other activities in the business to our clients?
4. Apart from our USP – what else can we offer?
5. Do we have a warranty or guarantee?
6. Do we offer a free consultation?
7. What awards have we won?
8. Do we have a youth development programme or internship?
9. Can customers find reviews/testimonials?
10. What community support do we engage in – schools, charities, sponsorship?
11. How long have you been in business and is it a family business?
12. How green is your business – do you recycle, have reduced cost LED lighting, use solar power, reuse rainwater, compost staff lunch waste etc?
13. Do you go out and visit clients?
14. Is there a professional body behind your work you are accountable to?
When you make your choices that suit your business, commit to them, be consistent.
You’re not trying to be all things to all people, all at once. Instead, you’re just letting customers/clients know a bit more about you and what you can offer them – otherwise they may go somewhere else for a service you already offer, but they didn’t know (we just assumed they did).
And let’s not try to say this all at once. Keep your USP front and centre in your main touchpoints such as selling tools, advertising and business signage. Then you can bring in some more of the back story through referrals, networking, social media, how to videos, press releases, you tube videos, newsletter mailouts, pop-up messages in your website. Whatever mediums your customers are engaging with you in.
Remember, the point here is make sure you tell people up front what you do and be firm and consistent about this. Then be sure to place value in the knowing that people want to do business with people they like. And by including the things that make your business personal opens you up so they can relate with you.
Be proud of what makes you different and what matters to you. It will matter to some others too.
Lastly, once you are firm and proud, be confident to blow your own trumpet in these ways.