Why is it particularly important for service businesses to differentiate? How can such differentiation be achieved? In this episode, I talk about some of the steps you can take to help you stand out from among a large number of competitors.

Topics discussed:

• Law firm differentiation
• The common issues new service businesses face when it comes to the need to stand out
• The steps to take to differentiate your business

Key Takeaways:

• With such an oversupply of service providers, it’s important for businesses to communicate their point of difference if they’re to stand out from the competition.
• As you work on your strategy, you will begin to have ideas that encapsulate your point of difference.
• Getting the help of a coach who understands your industry may be useful to complete the process of identifying whether your ideas for differentiation are capable of standing for something enduring. If so, you can then work on how best to convey the message in a short, clear, and easy-to-understand marketing proposition.

Action Steps:

• The starting point when positioning a business is to take stock of the landscape. What businesses are there already in your space?
• It’s essential to start by having a good idea of the main one or two services your business will be offering so you can focus your competitor analysis by reference to each service offering.
• Firstly, consider the local competition in your vicinity. Secondly, look at the competition in the entire country. Thirdly, consider the global competition.
• Having assessed the competitive climate and the range of service offerings, the next step is to determine your strategy.

• How will you communicate your point of difference?
• How might you position yourself as distinct or unique?
• Is there something about your world view or the way you do business that you could draw from?
• Does feedback from past clients that you’ve served hold the key to a unique selling proposition that you might develop?
• Do you have industry expertise which could form the basis of your positioning messages?

 

Shireen said:

“More than two-thirds of businesses nowadays are in the services sector. Their founders have a specific area of expertise, so when they set up a business, it’s to deliver knowledge-based services.”

“With an intangible like a service, the customer has no way of judging quality. They don’t know how the experience of working with one provider would differ from that of working with another provider.”

Thank you for listening!

If you liked this podcast or have enjoyed any of the previous episodes, please consider giving me a review. Let me know what you think about today’s episode and feel free to ask me questions. You can reach me on social media via the links below.

 

To access our free ebook and audio of How To Trademark a Name, please subscribe. Then download all past episodes and send an email to contact@azrightsintl.com saying when you downloaded them. We’ll then send you access.

 

Links to resources mentioned:

• Differentiate or Die: Survival in Our Era of Killer Competition by Jack Trout
• Positioning: The Battle for Your Mind by Al Ries and Jack Trout

 

Links to my books and online courses:

• Books:

• Legally Branded
• Intellectual Property Revolution

• Legally Branded Academy Course
• Legally Branded Monthly

 

More from Shireen Smith:

Shireen’s Facebook Page

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Shireen’s YouTube

Shireen’s Website

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