Differentiating your business

Marketing, Planning, Videos,

Almost all businesses have competitors, who do pretty much the same thing, for a similar price. So how DO you differentiate yours? Watch this to find out…


Hi and welcome to another episode of BaranovTV, designed to demystify the world of accounts and tax and to help your business grow.

This week’s episode is really about differentiation.

We’re all in industries that have lots of similar businesses. So you may have a competitor down the road, whose terms and conditions are very similar to yours, whose pricing is actually very similar to yours, when you get into it and they provide pretty much the same service or products.

Actually differentiating yourself and looking different can be very difficult.

The easiest way to do that is through your service.

It’s making sure that when you’re actually liaising with customers and potential customers, all your messaging, all of your website etc, all that actually really does make it really clear what service you provide. And then making sure that in those messages are the small things that really make a difference, so right from the very first contact, you’re differentiating yourself and making your potential customers aware of how different you are.

It’s small things I think, like making sure that you get back to people really promptly, whether that’s an email contact, whether that’s a telephone contact, whether that’s an enquiry from your website. Whatever that may be, it’s making sure that you’re very, very prompt with that, and making sure that that communication is very friendly, very open, not stuffy and not formal, but as you would speak, essentially. So that it’s very sincere, it’s very true to how you would actually be.

If you can do all of those sorts of things and just be really thoughtful in when you communicate and find the small things that you can do that would no-one else would perhaps think of.

When you’re having a conversation with a customer, really listen for those prompts, so that when you speak to them again, you can ask them about their holiday, you can ask them how their family’s doing, all of those sorts of things.

All of the sorts of things that we genuinely do as individuals, but in a business context we quite often forget! We’re so focused on that next step, that next enquiry and that next sale, that we just forget that actually we’re dealing with people and individuals who just love to be loved.

That’s my thought for you, for this week, really, is to think in your business where you can make those little interactions more personal and make sure that your customer service is absolutely there, to make sure that you’re differentiating your business from all of those others that do pretty much the same thing.

I’m going to leave you with that thought and I’ll see you all very soon!

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