Apple. . . Starbucks. . . Amazon
All – Giants in their fields. Each has distanced itself from their competitors.
How Have They Done This?
Some think of Apple as a technology company. It really is not. It provides the consumer products they enjoy and crave in a digital format. They started with a desk top computer. Then they came out with ITunes, the IPod, the IPad and then the IPhone. Newer versions are introduced regularly.
Starbucks feeds a consumer’s desire for comfort. The company offers many different types of coffee drinks in a slightly different format. While most customers pick up their drink and take it with them, they offer a place where friends and business people can hang out. They also can meet and talk with others in a casual, relaxed atmosphere while enjoying their favorite drink.
Amazon feeds a consumer’s desire for “No Hassle” buying along with speedy delivery. The company offers the consumer almost every imaginable product they could ever want. The consumer can buy these from the comfort of their home and not have to fight others for them in stores. Delivery is easy. Purchases are shipped directly to a consumer’s home or wherever they desire. Shopping can’t get any easier.
Each has created a unique position at the top of their respective market places. This didn’t happen immediately. They worked at it and developed their positions over time.
If they did just that, very few people would have found out about them. Their marketing efforts helped their reputation spread. Their names are on the lips of every consumer.
If your company is going to achieve your sales and growth goals, it’s ideal for you to develop the same type of reputation for your company. You want your company to be recognized as the best one in your field. The sooner you start to do that the sooner sales will increase and your company will grow.
Becoming the “Go to” Company
How can you get a leg up on your competitors? How can you rise to the top as the “Go to” company for the product or service you offer?
Remember – your prospect or customer is looking for what your product or service or company will give them. They’re not looking for the actual product or service itself. Key on that.
Marketing is Critical
The product or service you offer may deliver the experience your prospects and customers desire. If you don’t get the word out, chances of them finding your company will be minimal. So you have to let your prospects and customers know what you offer.
Initially you can do that through reports, articles, interviews and webinars. Then as your sales increase, you want to do that with testimonies from your customers.
Your objective is to reach the point where Apple is. Any time you offer something new your customers line up ahead of time to get it.
If your company’s expertise is exceptional customer service, you and your staff need to deliver that to every customer at every interaction. Initially you can get the word out in reports, articles, interviews and webinars. The ideal is to reach the point where your customers become your biggest cheerleaders. At that point use testimonies and case studies.
If your products or services save your customers time or money, your marketing efforts need to highlight this.
The products Apple, Starbucks and Amazon offer may not be much better than their competitors’. However, they have built their reputations so well that prospects and customers are drawn to them first whenever they need what they offer.
You want the same type of recognition for your company. The faster you get it the more quickly you will see the sales and growth you desire for your company.
For help with getting your company as the “Go to” company for the product or service call me at 630-517-0570 or email me at bob@wordcraftersb2b.com.
