What Is Your Company’s Claim to Fame?
A person who pleases everyone, pleases no one. Being stretched in too many different directions can be detrimental to the success of your business. Your company won’t fit the needs of every customer and client out there. It would be impossible. Instead, you should focus on what you can do, and make sure you do it exceptionally well. That is where you stand to make the most positive influence on your customers, clients, and online reviews.
Your business is a shining star with a claim to fame, something that you can offer that no one else does. What is it, you ask? It’s unique to you and is integral to your mission statement, your company’s core values. Do any of the following sound like you?
Customer service focused: Do you go the extra mile to check up on former and current clients, customers, or patients?
Loyalty focused: Do you offer loyalty incentive opportunities, events, and/or discounts? Do you provide a bonus gift, event, etc. every year that you have a valued customer? If you don’t, why not?
That personal touch: Do you send handwritten correspondence? Do you contact them on their birthdays, or their anniversaries? How do you connect with them beyond the bottom line?
Problem solving/troubleshooting: What problems are you really good at solving for your customers? How do you help them solve it? Do you talk them through it? Is there one tricky aspect of a service that causes a lot of trouble for your clients? If so, why not do a video walkthrough of the process? There are plenty of screen capture options available for streaming your sessions. Or, if it’s a product, can you develop a video series on helping them use, repair, calibrate, ore more?
Teaching: How do you teach? Where? In what way? Do you provide bonus content as thanks for their patronage? Do you send out informational newsletters that fill them in things they need to know? Do you have an ebook, podcasts, apps or secret Facebook group that allows for networking and free information for them that can enhance their experience with your business? Do you have a day care onsite if you are a gym? Do you offer a gaming room room for the other kids if you are a Dentist or Orthodontist? Do you have a doggie daycare or puppy classes onsite if you are a veterinarian? Do you offer free repairs for the first year if you are an eyeglass provider?
These are just some of the ways you can expand on your unique selling points.
If you’re still not sure, look to your current reviews. What do your clients and customers say about your business? Do they say you’re efficient? Care about the customer? Went the extra mile?
On the flip side, what negative things do most of the reviews have in common? Is there a pattern? Do you offer one service that consistently gets poor ratings? If so, consider whether that offering is necessary to your company’s success. If it is, how can you improve the quality of care and service? What were the pain points? How can you help streamline your processes to ensure better reviews in the future?
If you’re still not sure how to find your claim to fame, make a list of the services you provide your customers. Then, select, highlight, or circle those you (and your staff) enjoy the most. The things you enjoy doing tend to be the things you do enthusiastically, and that sincerity can be seen and felt by others.
Find out what you do that no one else can, or does as well as you do, and you’ll stand out among the crowd.