People often ask HOW do I find this mystical difference but they do not actually ask WHAT the difference actually is! Here is something that might shock you. I do not know either!
It is different for every business but here is an example that I experienced today. We are going to stay at the Shangri La Hotel at the Shard in London this weekend (it is our wedding anniversary). We have stayed in Shangri La hotels previously. They are not cheap but you get a good level of service along with great facilities. You expect this because of the price you pay.
Today I received an email from them. They are getting in touch ahead of our stay, finding out more about our arrival time and asking in advance if we have any preferences that they should know about. The email is, of course, automated, but I shall reply and see how well they can accommodate our preferences.
It does, however, make guests feel welcomed and excited about their stay. So what difference can you create that makes customers feel more excited about your offering compared to your competitors?
It might only be thicker paper for letters or invoices but it could make the difference. Are you a trainer that simply prints out copies of your PowerPoint slides on cheap paper? Perhaps it delegate’s notes could have their name and company printed on the front page for a start!
One of the key features of this difference is that it is not expected. It is not something that could be predicted because of the price you charge or by comparing your offerings to your competitors.
The other key thing to remember is that you or your business already have this information, it may be buried but it is there. You know your customers (individual or business), you know what would make them smile or even excite them.
If you want some help in discovering the difference that makes the difference then I can help. Simply make contact using any of the methods outlined on my website or click on the handy tab that appears on the bottom of every page.
Find that difference!