Seth Godin was kind enough to join us in an earlier in Delivering Marketing Joy, episode 100! Kirby and Seth Godin discussed ways to make your company the rational choice among many.
Seth states the truth, without sugar coating it, of why you need to stand out. In this economy you are never going to get more than your share; you can’t just charge a premium that someone will be willing to pay with no questions asked. These days people have Google and are able to look up exactly how much they should be paying you. To ask them for more will make them go to someone else who isn’t.
For your company to be able to charge higher amounts, you have to be able to offer products and services that no one else can provide. This is making your company the irrational decision. I think this word should be “rational”
If you can’t stand out from your competition, then focus on investing even more into creating connections with clients. Take that time to build trust. A business should be doing these two things regardless. If you can’t make yourself the rational choice, then focusing your energies into connections and trust is vital.
Although you might feel like your company blends in with the competition, building trust can help you stand out! Having a great past work history with clients can be extremely rewarding. They will remember that you gave them what they needed, when they needed it. Although this may not seem like much of an edge, you will most likely be their first choice the next time around.
Why would they want to move to an unproven company when they know they can rely on you?
You can find these great works on Seth Godin’s Website: http://www.sethgodin.com/sg/
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