Remain distinct from your competitors by creating the shortest distance possible between the client’s problem and the solution you offer. This is how your company remains remarkable even with stiff competition.
The greater number of steps between the customer or client and her end goal, the greater risk of error or confusion. This often leads to customer frustration and possibly not completing the sale.
Here’s an example from this year.
THIS WAS OUR PROBLEM
We’ve ordered custom t-shirts over the years from both online and offline vendors for company events, reunions, marathons,etc. You can find good quality shirts in many places these days. However, the service can be hit or miss. Sometimes we would order shirts from the screen printer down the block and not receive them on time despite months of advance notice.
One organization stands out from its competitors in this crowded industry. This year, I received a custom t-shirt order from an online vendor and was struck by how easy the whole process is. I ordered a few more times and received equally fast and pain-free service.
I told everyone about it. They soon had other customers based on my recommendation.
HOW THE T-SHIRT DESIGN COMPANY DISTINGUISHED ITSELF BY PROVIDING A SOLUTION, MAKING ITSELF REMARKABLE TO US
What helps this vendor to stand out from the pack is not only the shirts (which are good); it was in creating the least amount of distance and wait time between the customer and the shirt.
(1) They were QUICK in both the order process and the shipping – this was the most significant factor.
(2) You have the option to speak to an ACTUAL PERSON over the phone, in case there is a question. Bonus: You do not need to cycle through dozens of menus on the phone to talk to someone.
(3)They keep their contact information CURRENT; there is no need to update the ways to communicate with them.
These ideas may seem insignificant or mundane, but to the end user they make a difference. If the process to receive your solution becomes a nuisance, we’re less likely to be repeat customers, even if you are nice.
Your industry might be crowded, but you can become a remarkable business by eliminating the distance between your customer’s problem and the solution.