By Mo Yusuff Turns out my best friends biggest customer, who she was always worried she may lose, she...
23rd August 2018
By Mo Yusuff
Robin runs a video and lighting company.
It’s a family run business; he helps event companies and large retail groups with their lighting and window displays; and he’s not a happy man.
He was at the Event Organisers Summit and he was upset and worried because there were also six other companies doing what he does. The reason he was so unhappy was because the organisers assured him that there’d be no more than two companies doing what he does. He was also worried because these other companies where, in his words, “the big boys” and he’d decided that he wouldn’t be able to compete and nobody would take him seriously.
So I sat down with Robin and his missus and set him right.
I told him that he didn’t have any competitors because his business was unique. I asked him about all the things he does and can offer that his so called competitors don’t. He reeled off a whole load of stuff including the kind of personal service he offers, paying attention to the finer detail and treating people like people and not corporate entities. He even told me how he has such a personal relationship with some of his customers that they go out of their way to help each other and meet socially too.
It was a kind of revelation moment for Robin. He suddenly realised that not everyone wants to deal with big impersonal businesses and there is a specific type of company that is the perfect fit for him.
And that’s the same for everyone in business. It’s impossible to be everything to everyone and if we try, we end up being nothing to no one.
For your business to be unique, you can come up with some new and cool promotional products that you can give to your clients or customers which creates personal relationship with them.
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