The way you distinguish yourself, from other businesses in your industry that provide the same services as your business does, will establish your main selling point that you can use to sell your product or service.
If you’re the same as everyone else in your industry, what reason do I have to buy from you? I can buy from anyone else!
So establishing the differences in your customer’s mind’s, that sets you apart and provides benefit to your clients, will provide them with the reasons why they should buy from you, instead of anyone else.
I know a mechanic in Israel, unlike any other mechanic I’ve met here so far. This mechanic has a garage like every other mechanic. But what’s unusual about him is, that he’s impecably honest. Here’s a story that illustrates this point quite well.
While my car was on the lift being taken care of, I stood nearby and watched a customer who needed to have a simple bulb installed in the rear of his car.
The bulb seemed impossible to replace, because the design was very cleverly disguised, to conceal the method of accessing the bulb.
My mechanic’s employee figured out how to access this tricky bulb in under five minutes. Needless to say, all of us were truly amazed at the expertise displayedby this employee.
Then, the customer said that he had been to several service stations and the mechanics there, couldn’t figure out how to access this silly little bulb, to simply replace it. He said they spent quite a bit of time and in the end they simply gave up.
He was expecting to get billed up to about 150 shekel. Maybe even 200. He even commented, "so how much do I owe you? 100 shekel? 150?"
All of us were floored when we heard how much the mechanic charged him! I mean the expressions on all of our faces was clearly that of utter amazement and genuine astonishment!
We all knew how specialized this knowledge was. None of us could figure out how to reach the housing for that stupid little lite. And this mechanic demonstrated genuine professional expertise by figuring out what no one else could figure out, in about five minutes. Even I was expecting to hear him say at least 100 shekel.
But that’s not the price the customer was quoted.
Not 100 shekel. Not even 80 shekel. Not even 50. Or 30, or 20.
The price he quoted this client, was 10 shekels!
I’m not kidding! The impact that action had upon me and everyone else who stood there and witnessed it, is literally unforgettable!
Very rarely does one witness such integrity and honesty. The mechanic said humbly, "It took me only a few minutes. Just pay me for the cost of the bulb."
Needless to say, the client more than gladly paid his ten shekel with a big smile. And the next thing that came out of his mouth was that "you got yourself a customer for life!"
My friend the mechanic, trained his employees to be impeccably honest. Because aside from this being the right thing to do, in an industry that has no shortage of swindling and theiving mechanics who take advantage of unsuspecting customers whenever the customer isn’t looking, being honest is a very distinguishing sales point & major benefit people with cars wish they’d find in their mechanic.
What you do differently in your industry that will create a "WOW" sensation (similar to the sensation I experienced when I heard the employee quote his price), will distinguish you and your service or product from everyone else, and place you in a league all by yourself.
Similarly, by establishing your services to be targeted towards a speciific target group of users, something that your industry has overlooked or simply doesn’t do, will enable you to clearly differentiate yourself in the eyes of your target market.
Consequently, they will seek out your services to solve their problem, since no one else can offer them what only you can.