So You Don’t Get Hammered by Competition
In a previous post we talked about being committed to a single focus in your business.
This helps you, the business owner, to use your time and money wisely. It helps your customer to know what mental drawer to stash your company in.
To decide when you have the Ideal Solution for their problem, the buyer needs to know what one solution you, uniquely, provide.
Makes sense, right?
I need a hammer.
How do I know when to shop at Target [my local big box store]?
When I want the lowest price on a basic tool and don’t have any special requirements.
- One solution: Price.
How do I know when to shop at the Home Depot [my local home improvement supercenter]?
When I want choice and feel informed enough to choose for myself.
- One solution: Selection.
How do I know when to shop at my locally owned independent hardware store?
When I want a hammer for a specialized use, and I need informed answers to my questions.
- One solution: Information.
You can get more complex than this (a lot more complex) in determining your Ideal Solution, but this is what it boils down to: If I can think of someplace else where I could also get the lowest price on a hammer when I don’t have any special requirements, I just might. In small business, that could spell the end for you.
There’s only one way out of this dilemma. Focus on what makes your Ideal Solution one in a million. You have no competition when you are alone at the top of the customer’s mind.
What have you got that nobody else has?
Grow and be well,
Kelly Erickson
If you enjoyed this post, please Subscribe (it's free!) 
Comment 
Share
Trackback 
16 August 2008, 10:11 am
Kelly,
I feel I have a grasp on your point, but could you give me an example with EditQuest, so I can solidify in my mind how to apply it?
PS. We’re off to Barrie, so I won’t be able to check back right away…
steph’s last blog post…No Lamb For the Lazy Wolf
16 August 2008, 10:16 am
Kelly,
Much as you liked my latest post, I have to say that yours is most appropriate to some deep thinking I am still doing right now (as per our email exchange).
I’m almost at the point of being able to answer your last question.
And I thank you for that.
-Brett
Brett Legree’s last blog post…viking fridays – everything you always wanted to know about life change*
16 August 2008, 10:31 am
Steph,
How about thinking points?
There are lots of editors out there. To broaden your competition, there are even other options, like doing nothing. Lots of your potential clients will see that as an answer.
So where I said, “I need a hammer,” it’s murkier for your prospects. “Do I need an editor?”
Let’s assume they’ve decided, though. “I need an editor.”
It’s as simple and as complex as this: “How do I know when I need EditQuest?”
“When I have written a science fiction/ fantasy novel and … …”
You’ve begun to narrow it with a genre. But have you narrowed it enough to be at the top of each fantasy writer’s mind? Or are you one of hundreds, maybe even thousands, who could do an adequate job for them?
Two books I recommend frequently that might help you get that Pinpoint focus:
Getting Business to Come to You, Paul and Sarah Edwards, and
Get Clients Now! A 28-day Marketing Program for Professionals, C.J. Hayden
Like I said, it’s a lot more complex when it’s not a hammer we’re talking about. Thank goodness, or I’d be wondering what to do with about half of my day!
Have a nice trip.
Regards,
Kelly
16 August 2008, 10:35 am
Brett,
You are a dog with a bone right now. I know you’ll put that question to very good use.
Regards,
Kelly
16 August 2008, 11:15 am
*woof woof*
(Sit, Ubu, sit?)
-Brett
Brett Legree’s last blog post…viking fridays – everything you always wanted to know about life change*
16 August 2008, 11:19 am
“How do I know when to shop at my locally owned independent hardware store?”
When I want to deal with someone I know and trust. Sure, he might be a bit more expensive, but I have a good relationship with him, we chat, and he gives me great service. I’d rather see my money go to his Mom-and-Pop store, than the Megalo-Mart down the street.
In Splat Creek, we have a fishing store just like that. The owner even keeps his dog behind the counter, who comes out, tail wagging, to say hi to me every time I visit. You can’t put a price on something like that!
16 August 2008, 4:58 pm
Kelly- I empathize with Steph. When we are our “brand”, it is often very hard to distinguish that unique selling point. Maybe look to your process Steph. Is there anything you do, or in how you do what it is that you do, that might be pulled into play?
Certain dentists advertise that they cater to clients who are dentist phobic, can’t stand the pain. And there are children’s dentists who try to create a very positive experience for the litttle ones.
Is there a way that you handle editing, that sets you apart? Edit Quest implies all kinds of analogies and words to play with. It makes me think of those guys who sharpened the swords and handed out the correct battle axe to the knights…I am sure they have a name., helped them on with the chain mail and all…
I love this question though. Straight to the point of it all. And refining that focus is always a good thing. Phew, you keep that bar right up there, Kelly. Hell of a business “personal trainer.”
Janice Cartier’s last blog post…Week’s End
16 August 2008, 11:33 pm
Brett,
Good dog. (I can hear it in my head!)
Friar,
Excellent point. Relationships are incredibly important to small businesses, and many of us will pay a premium for that high touch that a good local company has.
Janice,
It seems almost too simple, but it’s one of those incredibly difficult things to define that makes everything else easier.
And thank you, very much. You made my evening.
Until later,
Kelly
17 August 2008, 1:49 pm
Kelly,
VERY interesting post. Though it scares the heck out of me, I agree 100% with Friar on this one. Sometimes I just want some down-home service and respect for the individual who is taking my money (that is NOT to say that I don’t respect cashiers, as you gather). I also know that if I have a problem, I can either go back, or even just make a phone call for help.
Home Depot and Target would have me lost in their telephone “transfer” systems were I to call them and say “Hi, remember me, I just came by to purchase a hammer!”
Rita
Rita’s last blog post…Why I Have NEVER Tasted Coffee
17 August 2008, 6:44 pm
Rita,
Welcome, and thanks for your comment.
Absolutely. That information is at the heart of the appeal of any small business, as you come in to the store or calling/ returning later. Whether it’s a hammer or a pair of windshield wipers or a new watch or even a service, different shoppers may see the purchase as falling into any of these purposely broad categories.
The key is to use it as a jumping point for really getting specific. To return to hammers: If I’m in a town with a few small hardware stores, what makes me choose one over the other? In most cases, nothing. Maybe which one’s closest. Beyond “we’re small,” distinguishing them from the big boys, it’s likely that they’ve done nothing to stand out in my mind from each other, so there’s still a lot of work to do.
It scares the heck out of you agreeing with Friar? I agree with him quite a bit and I don’t think I’m ever scared of it—maybe I should be? LOL!
Regards,
Kelly
17 August 2008, 6:52 pm
Kelly,
It scares the heck out of me to agree with ANYONE who has a dog that says nyeh nyeh…but I’m crazy about him anyway!
Rita
Rita’s last blog post…Why I Have NEVER Tasted Coffee
17 August 2008, 11:06 pm
@Kelly and Rita
I’m just amazed that anyone actually AGREES with me, in the first place.
@Rita
Basil says “Nee! Nee! Nee!”,
….not “Nyeh! Nyeh! Nyeh!”.
Friar’s last blog post…Why I Think Northern Pike Are Awesome
17 August 2008, 11:54 pm
Kelly and Friar,
I am so sorry that I got Basil and The Three Stooges confused at your blog site. Or was that “nyuk nyuk?”
Either way, Kelly, I loved your post.
And Friar, please extend my apologies to Basil
Rita
Rita’s last blog post…Why I Have NEVER Tasted Coffee