The Secret to Stealing Business Away from Your Competition

Add urgency to your customers' problems

In today’s highly competitive world, you absolutely must differentiate yourself from your competition or you’ll lose out on many of your opportunities to close new business—or even keep the business you have.

In other words, you have to stand out, or you’ll watch your revenue continue to shrink.

So many companies either ignore this step, or they turn to price in order to make themselves stand out. Unfortunately, these companies will continue to see declining revenue and, in the case of those who drop their prices, they’ll watch their margins and their profits erode. It’s not a pretty picture.

So What’s the Solution?

It starts with customer engagement. I watch so many companies lead with their corporate story—who they are and what they do. However, if you want to make a connection with your potential customers, you need to tell your customers’ stories—the ones in which they are the heroes who conquer their challenges.

Your competitors are likely out there telling their own corporate story—a story customers don’t want to hear. If you want to steal away that business, you need to develop more compelling, customer-centric messages that break through the status quo and give customers clear and relevant reasons to choose you over the competition.

Let’s take a look at a few examples:

Before: "Sterling Composites has the engineering experience and expertise needed to deliver products that meet or exceed specifications on time and within budget every time."
After: "Are your design cycles getting longer while your lead times get shorter? Are design changes costing you money and delaying your production runs? What if you had a single point of contact who was committed to providing you feedback on composites design and costs within 4 hours? At Sterling Composites, we’re committed to shortening your design cycle and creating a more predictable production schedule.”
Before: "Our best in class Intra-View Job Preview Solution and INSPIRE Compensation Program will keep your business growing and moving forward. By ensuring all of our placements have passed a realistic job preview prior to coming on board, as well as offering the industry’s leading compensation package, we ensure you will have the staffing engine needed to keep your business running."
After: "What would it cost you if 70% of your temporary staff needed to be replaced before their assignment ended? That’s the average turnover for most staffing firms. But, you can’t afford to be average when it comes to managing costs – so we won’t let you. You’ll get real business benefits from our 98% job completion rating, such as avoiding unplanned and unwanted turnover costs."

Now that you’ve seen some examples, ask yourself: How does your company’s messaging stack up?

It’s time to seize the moment, create more compelling conversations with your customers across sales and marketing—and leave your competition in the dust.

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