Are you clear on how you compete?

As a business, you get to compete based on two of three positions. Your options are Quality, Service or Price.

Should you choose price, it will be challenging to complete on quality, but you can still focus on service. Conversely, should you choose quality, it is unlikely that a lower competitive price is realistic relative to others. If service such as speed to market is your competitive advantage, then you likely have an option of either price or quality, but you can’t have both.

Getting crystal clear on what is your competitive advantage and how you want to compete will also crystalise your ability to better communicate your offer to the market. This, in turn, will help prospects qualify themselves in line with your product or service, saving valuable time and resources in determining if a client is a good fit for your offering.

In the book “Building a Story Brand”, the author Donald Miller stated that” In every line of copy we write, we’re either serving the customers story or descending into confusion; were either making music or making noise.”

My Business Fundamentals model outlines four key stages of creating a sustainable sales engine. Plant, where we put our business out to the world. Emerge, where the seeds we planted emerge and prospects show themselves. Fertilise, where we nurture the small shoots and show our value to prospects, then Harvest, where we make the sale and produce lifelong relationships with our client’s customers.

In order to plant the right seeds, we must first be clear on what it is we offer, who our ideal client is, what market segment they live in, and why would they buy from us. Once we have established these fundamentals, we are right to start the endless cycle of lifelong relationships with our clients and customers.

Are you clear on your offer?