Differentiation is a Key to Success in a Small Business: Be Different - Be Better

The Small Business Google Search Nightmare.
One of my clients is a local handyman. He came in to talk with me about marketing his business more effectively. He was concerned because his clients weren’t finding his business online. I typed the search term “handyman las vegas” into Google. The Google search returned 2.2 million results! We don’t even have 2.2 Million people in Las Vegas. My client was also not pleased to see his closest 25 competitors fighting it out on the first page of Google’s search results. He asked me how it was possible for a small business to compete against so many similar businesses. Our conversation led to a discussion on Differentiation. 

What is Differentiation? Be Different – Be Better
Differentiation is strategically deciding to make your business different from your competition, while at the same time making it better as well. Differentiation allows companies that sell similar products to justify pricing fluctuation between brands. For example, Texaco, Shell, Citgo, and Chevron all sell gasoline. They all charge differently for their product. Why? Because each product has been differentiated from the other. In Las Vegas, the most expensive gas comes from Chevron, then Texaco, Shell and finally Citgo. Citgo is sold exclusively at 7-11 convenience stores. One of the ways that Citgo is differentiated from Chevron is that you can buy a Slurpee and a BigBite hot dog while you are pumping gas. At Chevron, Texaco, and Shell you can’t. But you probably can purchase a car wash. Many Chevron, Texaco, and Shell stations are paired with car wash services. This is something that you will rarely see at a 7-11. You have to be able to set your business apart from your competition and then be better.

5 Tips on How to Be Better Than Your Competition
1. Make differentiation part of your overall marketing strategy
2. Know your customers and give them what they want and need
3. Don’t try to compete head-to-head with a rival. Find your niche instead
4. Add value in all areas of your business: Operations, Finance, and Marketing
5. Branding helps you remember your promise to your customer