Stand Head and Shoulders Above Your Competition 

By Randall Orser | Small Business

Value matters to your customers, and they’re willing to pay well for it. The problem. How is that value perceived? While appealing to your customers’ tastes can be a good strategy, it’s unpredictable. For example, cilantro is in a love/hate relationship with many people. A large portion of the population hate it as it tastes like soap to them; I’m one of those. If you’re running a restaurant and want to regularly perform well, you may have to take peoples hate of cilantro into consideration.

Make the Customer Lazy

Sheer convenience is why the fast food industry does so well, and has for quite some time. You know the food won’t be that great, but you do know it’s consistent and fast when you’re in a hurry. If you want to increase value, convenience, is the easiest action, as you’re taking up as little of the customers’ time as feasible.

We’ve done that with our Just Say: “Stuff It” To Bookkeeping™ system. All the customer has to do is stuff an envelope, we pick it up and that’s it for them. No scanning or taking pictures of receipts. Pretty simple and convenient.

Improve Customer Experiences

In this day and age of business, it’s all about the experience, not just your product or service. Take a restaurant for example, it’s not just judged on the food, but the wait time, the servers, the feel of the place, etc. A rude or distracted server can ruin your healthy appetite, or worse, drive your customers away before even eating a meal. For your business, no matter what it is, cheerful and affable surroundings is best. Many in the internet marketing business use upsells, and you may want to think about it for your business, too. However, toning down the upsells, may be best, especially if you’re using hard sell tactics. Options are always a good thing, but browbeating your customers, not so much.

Anticipate What Your Customers Want

“Customers don't know what they want until we've shown them," Steve Jobs. This quote is certainly true as most customers don’t know what they want until shown. Ironically, they also want something they don’t know they wanted before they even know it exists. Confusing, right? Look at customer complains that just don’t seem to make sense—they know they want something, but just can’t put it into words. For your business to succeed, you need to figure out a way of answering those wants. The easiest way, say for a restaurant, to meet such wants would be to offer a selection of cold desserts or drinks as the summer season begins.

Make Your Offer a Cut Above

Your business will thrive if you offer your customers a product/service that is superior to that of your competition. What is superior? That’s the thing you need to figure out. For a restaurant, it’s not just about taste, though that’s crucial. What does your customer want? Once you establish what they want, create that. For a place that does fast food, then consider easy to eat foods. For a buffet restaurant, look at offering a better selection, or more of what customers truly want.

Value, Value, Value and the More the Better

On occasion, quantity can trump quality, especially in the case of value. Want to get customers to pick you over the competition? Then make them feel that they’re getting lots for their money. The best way to evaluate your customer offerings is to look at your industry standards. What does everyone else in your industry offer at that price point? How can you improve on that? Get people to flock to your door by offering some so much more and different than the competition.

You may think everyone needs your product or service, and they may just so, but that doesn’t mean your business will be successful. Competition is harsh, but isn’t that what you signed up for anyway? You will have a successful business if you concentrate on your customers’ wants, and work hard.

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About the Author

Bookkeeper Extraordinaire Number Crunchers® Financial Services Learn how to just say stuff it to this bookkeeping thing with our 'Just Say: "Stuff It" To Bookkeeping program.