Almost every day, I stumble upon someone looking for a way to differentiate their business from their competitors’.
Far too often, they try to compete almost solely on price.
Is it the steak or the sizzle? Or maybe something else?
Ever been to Sizzler, Western Sizzlin’ or Ryan’s Steak House?
Likewise, have you been to Morton’s, Ruth’s Chris Steak House, Charley’s, Shula’s or Chicago Chop House?
Which would you prefer if you had a coupon for a free meal, or if someone else was buying?
My money is on Charley’s (followed very closely by Ruth’s) – though I have to admit I haven’t made it to Shula’s as yet.
Why? Because everything about the place is simply amazing. The steak, the experience, the service, and so on.
One of the best moments I’ve had with my dad was after a photography trade show (yeah, back in the software company days), where we found ourselves sitting at the bar in Charley’s near the Tampa airport.
If you eat at the bar (almost no one seems to), you get to watch the chefs fire the steak – away from the quiet luxury of the dining room – and you still get incredible service, quite possibly more attentive than the service in the dining room if that’s possible.
What about retail?
Over the last several months, I’ve spent a lot of time talking about the CPSIA situation.
Despite widespread knowledge of the Consumer Product Safety Improvement Act by some store owners, I see very few of them using it as a competitive advantage.
Maybe they’ve been too busy spending time trying to get their Congressional reps/Senators to change the bill. OK, maybe that’s a reason, but it isn’t an excuse. You know the difference, right?
Here’s an example: If you have a newborn and you walk into an upscale handmade baby clothing store and see a sign that says “All of our fashions for babies are tested and certified safe according to the CPSIA”, isn’t it obvious that it plants a seed in the mind of the persnickety shopper?
IE: “Shouldn’t everyone’s stuff be tested and certified safe?” Hmmm. Remember, in a store like that – the persnickety shopper is absolutely the one you *want* in your store.
If you wanted to get really aggressive about it, add “…Do the other stores you frequent care as much about your baby’s safety as we do? Ask them about the CPSIA and their testing and safety certification of the fashions they offer for your child.”
Fresh from the oven
If you have a choice, do you want warm, soft chocolate chip cookies made from scratch that are fresh out of Grandma’s oven, or do you want generic store-brand “chocolate” chip cookies that you know might have been baked a month ago?
I’d bet that you’d prefer the warm cookies from Grandma’s oven.
What about your business, product and service can create a chasm that wide, making it *that* easy to make a decision between your product/service and theirs?
Make a point of focusing on it. Educate your clientele to call attention to it so that they expect exactly what you do/sell if they find themselves elsewhere. You want to be the standard that everyone else has to meet.