There’s no shortage of contractors in your field, so finding ways to set your business apart from the competition is an important part of your long-term success strategy. Some companies rely on their long years of experience while others focus on a specific niche in the market to hone in on a specific customer base. Here are some tips to help you figure out what makes your business special and how to make the most of it.
Find Your Differentiator
What makes your company different is often the same reason people choose to work with your company. If you don’t already have a good idea of why past customers chose you, reach out and ask them. Email a survey or call them up to find out what factors they considered when picking a contractor. Add new customers to your poll as you meet them to keep a running record of why people are doing business with you. After all, as market conditions change, people could have different priorities.
If you find a large percentage of your customers hired your company for similar reasons, look for ways to capitalize on that reason to attract future business. Some ways you can incorporate your differentiating factors include:
- Add them as talking points on your website and social media channels.
- Incorporate them in your sales pitch.
- Create advertising and marketing that focus on that factor.
- Send emails to potential customers highlighting your difference.
Create a Differentiating Factor
If you poll your customers and don’t find a reason that sticks out, that doesn’t mean your business doesn’t have a differentiating factor. It may just be harder to identify or need some polishing to make it more noticeable. Compare how your business ranks against other businesses in your area for the following:
- Specialized process or materials
- Special promotions
- Customer service
- Niche customer base
- Project timeline
Can you offer better results in these fields than your competitors? If so, focus on enhancing and advertising that aspect of your business. You can also analyze your competition’s strengths and weaknesses to identify areas you can improve and outshine them.
One way you can set your business apart is by offering home improvement financing. Foundation Finance offers competitive APRs and special promos for ALL approved customers.