Leverage The Little Things

by Gill E. Wagner

I certainly don’t need to tell you that we live in a competitive world. In my home town of St. Louis (where I do much of my consulting), there are probably 50 organizations to which business owners can turn for sales and marketing advice – the accounting firm I use even recently started a sales consulting division!

I also don’t need to tell you that in this highly competitive environment, you must set yourself apart from the competition. Successful companies analyze their competitors carefully, then create a product or service that is different and, if well-designed, plays directly opposite the strengths of their counterparts. Burger King, for instance, created its “Have It Your Way” strategy specifically because McDonald’s had built its systems around delivering standardized food products that could not easily be customized.

In today’s tip, however, I will say that, after you set yourself apart on the big issues, you can differentiate yourself even further if you focus on leveraging the little things.

What features of the way you do business are advantageous to your clients or can be leveraged to be different from your competitors’ in the way you market and sell?

Are you an attorney, accountant, health-care provider or any other professional who handles large volumes of confidential client documents? Have you gone to great lengths to keep those documents secure from creation to destruction? If so, then consider mentioning the high level of security you’ve established to protect your clients from identity theft or corporate espionage.

Have you invested in computer technology that allows you to communicate with clients from anywhere? Do you have a full-time receptionist or executive assistant who answers in-bound phone calls when you’re away? Consider guaranteeing a 30-minute response time for returning all client phone calls. Or offer 24/7 service packages with unlimited access for an additional fee.

Does the printing firm you use for your marketing material specialize in small print runs and fast changeovers, making it cost-effective to produce material in small quantities? Instead of printing 1,000 copies of your company brochure, consider making minor changes that reflect current business issues every quarter, and printing only as many as you’ll use in threemonths.

To figure out what “little things” you can leverage, have your accountant print your accounts payable for the past year. Then take a look to see where you’re spending most of your money, and brainstorm ways you can leverage the services your vendors provide in your marketing message.

By the way. If you’re in St. Louis and need a higher level of document security (storage, imaging or destruction), new computer technology or, perhaps, specialty printing services, contact me, and I’ll hook you up with a company that fits your needs.

Good luck, and have a great week!

Gill