Stand Out and Gain a Competitive Advantage in Your Small Business – Learn How

Calling small business owners! As a small business marketing strategist, I often ask business owners what makes them the right choice for potential customers. It’s a question that can make them feel uncomfortable, and some may respond with generic answers like “we do great work” or “we have incredible customer service.” However, these answers don’t differentiate them from their competitors.

To gain a competitive advantage, small business owners need to identify what makes their products or services unique and highlight those differences to potential customers. In this blog, we will explore how small businesses can stand out and gain a competitive advantage by answering the all-important question: Why should people buy from you?

If you know you can’t answer that with confidence, you need to read this blog. 

Identify What You Offer and Its Benefits

To start, small business owners need to think about what exactly they are offering their potential customers. It’s not just about features but also about the benefits of their products or services. For example, instead of saying, “We meet with you six times,” a business owner should focus on the benefit of that feature, such as, “You’ll come out with a clear plan you are confident in using.”

Small business owners should also consider how their products or services will make their potential customers’ lives easier. Will their offering solve a problem that the customer is facing? Does their offering have an ongoing support system in place? These are just some examples of the benefits that small business owners should be highlighting to potential customers.

Highlight Your Qualifications

Small business owners should also identify what makes them the most qualified person to help potential customers. This is not just about professional qualifications, but also about life skills and on-the-job training. For example, a small business owner might talk about the number of businesses they have worked with, the size of those businesses, and the scope of their work. They might also discuss their specific skills for their ideal market, which their competitors may not have.

However, small business owners must make sure they can stand by their claims today and not rest on past wins or aspirational hopes. Honesty and transparency are key in building trust with potential customers.

Find Your Unique Selling Proposition

Your unique selling proposition (USP) is what makes you stand out from your competitors. It’s what sets you apart from everyone else and what gives you a competitive advantage. Small business owners should take the time to identify their USP and highlight it in their marketing and sales materials.

It’s important to note that small business owners should avoid comparing themselves directly to their competitors. Instead, they should focus on highlighting their own strengths and attributes. For example, a small business owner might work with a more specialized market or offer a broader range of products than their competitors. They might also have a group offer where their competitors only offer a one-to-one option. All of these differences can be explained in a way that benefits potential customers.

Small business owners should also regularly review their USP to ensure that it’s still relevant and differentiated. They should also avoid pushing themselves as the cheapest option, as price wars can hurt their business. Instead, they should focus on how responsive they are to their ideal customer’s needs.

Create a Sense of Urgency

A sense of urgency can help small businesses convert potential customers into paying customers. Small business owners can create a sense of urgency by highlighting the consequences of not purchasing their products or services. However, they should avoid using fear-based marketing tactics that may attract the wrong type of customer.

Instead, small business owners should focus on creating a sense of urgency by highlighting the benefits of their products or services. They can ask potential customers to imagine a life with their product or service in their life and how it will change them for the better. By doing so, they can create a positive association with their products or services and motivate potential customers to act.

Make Sure Your Messaging is Consistent

Once small business owners have identified their USP and unique benefits, they need to ensure that their messaging is consistent across all their marketing and sales materials. This includes their website, social media, email marketing, and sales meetings. Consistent messaging will help to reinforce their brand and make it more recognizable to potential customers.

Small business owners should also ensure that their messaging speaks directly to their ideal customer. They should use language that resonates with their target market and highlights the benefits that are most important to them. By doing so, they can create an emotional connection with their potential customers and increase the chances of converting them into paying customers.

Use Customer Testimonials and Reviews

One of the most effective ways to gain a competitive advantage is to use customer testimonials and reviews. Positive reviews and testimonials can help to build trust with potential customers and demonstrate the value of your products or services. Small business owners should encourage their satisfied customers to leave reviews and testimonials on their website and social media channels.

Small business owners can also use these reviews and testimonials in their marketing and sales materials. They can highlight specific benefits or features that their customers found most valuable and use these to attract new customers. By doing so, they can leverage the power of social proof to increase their credibility and gain a competitive advantage.

Continuously Monitor and Improve

Finally, small business owners need to continuously monitor and improve their marketing and sales efforts. This includes tracking their website analytics, monitoring social media engagement, and analyzing sales data. By doing so, they can identify areas for improvement and make data-driven decisions to optimize their marketing and sales efforts.

Small business owners should also stay up to date with the latest marketing and sales trends and best practices. They can do this by attending industry events, reading industry publications, and networking with other small business owners. By staying informed, they can ensure that their marketing and sales efforts are effective and that they maintain a competitive advantage.

In conclusion, gaining a competitive advantage as a small business owner requires identifying what makes you unique and highlighting those differences to potential customers. By focusing on the benefits of your products or services, highlighting your qualifications, and finding your USP, you can differentiate yourself from your competitors and stand out in a crowded market. Using customer testimonials and reviews, creating a sense of urgency, and continuously monitoring and improving your marketing and sales efforts can also help you to gain a competitive advantage and attract new customers. Remember, answering the question “why should people buy from you?” is key to building a successful small business.

Ready to gain a competitive advantage and stand out in your market? As a small business marketing strategist, I can help you identify your unique selling proposition, highlight your strengths, and create a consistent messaging strategy that resonates with your ideal customers. Contact me today (add contact page)  to schedule an initial meeting. I like to make sure we’re the best fit!  Let’s take the first step towards building a more successful small business for you. Let’s work together to answer the question “why should people buy from you?” and grow your business.