Anytime your customers can’t tell the difference between your product or service and your competitor’s, the customer will buy on price. You must be able to differentiate your company, your product, your quality, your service, and yourself if you want the customer to stop focusing on price and start seeing you as a partner, and not just as a supplier. You’ve got to show them how you are different.
Companies who don’t understand their competitive advantage say things like, “Our service is better.”
Even if your company has better service, it won’t convince new customers just by saying so because many of your competitors are saying the same thing! You have to define quality. You have to show what outstanding service looks like and how your service differs from the competition.
Suppose someone walks up to you at a business conference or social gathering, introduces herself, and asks you what you do for a living.
What would you say? How about something like this?
“My name is Mike from Super Community Management. We’ve found that the key to successfully managing HOAs is extraordinary communication. However, communicating with each homeowner the way they want; whether it is online, email, post office or even text messaging, is a major challenge most of our competitors cannot offer. We’ve developed a process that allows us to communicate with each homeowner exactly the way they prefer.
Your Statement of Competitive Advantage has four components:
- your name
- your company
- a statement about a typical problem experienced in your target market
- an intriguing statement about how you can help solve that problem
Short and sweet…no more than 30 seconds long.
P.S. If you would like to solve the problem of communicating with homeowners “their way”, contact us. We can show how it’s done.