In the second of a five-part series of articles based on advice from UK government-funded advisory body Businesslink, we look at ways that small- to medium-sized enterprises (SMEs) can sustain a client roster when competing against big brands. Part two: Unique selling points.
Find a niche and you’ll find niche clients
If you can discover a gap in the market – and determine that there is a market in this gap – then you are in a good position to make it your own. Small businesses are uniquely placed to maximise a specialized market because their scale allows for flexibility and adaptability. They are also better placed to react quickly to an emerging opportunity than larger rivals. Specialization is the secret to success for myriad smaller businesses that compete in big-brand markets – whether in organic food, hand-made clothes, medical equipment or banking.
Why will clients think you’re special?
The most important factor in establishing a venture in a market populated by established brands is to identify what your business does best, and then making that your focus. Really, this should be something that you and you alone are able to provide to clients and/or customers.
If you are operating in a crowded marketplace, it may be that your product or service is not totally unique, but that aspects of it are.
Or perhaps your unique selling point (USP) is that you are able to offer a personal, tailored service that your bigger, impersonal, rivals are unable to match.
Knowing your USP will help you build and work more effectively, and will keep your thinking targeted and relevant when it comes to developing strategies to build and extend your brand.
What will clients like most about your business?
Sometimes, what you consider to be USPs does not tally with the views of your clients or customers. Ask clients and partner organizations with whom you have an established relationship what they see as being your USPs.
It may also be worthwhile enlisting the help of a brand consultancy, to help you establish meaningful outside viewpoints of your company.
The best time to firm up your USPs and other business strengths and weaknesses is when your company is in its infancy. Once you have a definitive picture of your strong suits, you are in a good position to begin planning to play to your strengths.
Create a professional image
Today, most clients and customers’ first impression of your company will be through your website. It is therefore critically important that your website is professionally build and that it reflects your core brand values.
A professional image will give you the best chance of being noticed. Aim to establish a prominent profile: seek coverage in specialist business to business publications; seek testimonials from customers, or endorsements from a sector specialist; contribute articles in print and online that demonstrate your areas of expertise; write a blog on your company website that showcases your knowledge (this will also help give your site good visibility with search engines such as Google).
Also, ensure your premises are clean and welcoming, but above all, remember that big businesses have large budgets to create an image. Maximise your smaller spend by concentrating on quality.
Related posts
How to win against big brands # 1
How to win against big brands # 3
How to win against big brands # 4
How to Win against big brands: # 2
24 Aug 2009
Client & Customer Content (What’s this?)
Planet Client is the only online editorial resource dedicated to giving small to medium sized enterprises a deeper understanding of how to win clients, retain clients and understand clients.
