We have never had more choice as consumers, yet it often feels as though every retailer is selling the same things. As a small business owner you need to draw attention in a crowded market place, but how do you actually make your business stand out? Is it worth the effort when big corporations are so dominant everywhere?
In a recent survey of 1500 consumers by Yell Business Directory, 87% felt that small businesses do have some advantages over a large company. With this encouraging statistic in mind, here are some proven ways to make your small business stand out from the competition.
Personalised Service
We are all customers at times and we know how we like to be treated. Of the 1500 consumers Yell surveyed, 62% chose a local business due to the personal service they received.
A friendly, knowledgeable approach can make the customer feel valued, and this can reduce the influence that price may have in the customer's mind.You can also gain a better understanding of how the prospect feels and therefore focus on the reasons why your product or service might be right for them.
My local pet food supplier always jokes and chats with his customers, making them feel like friends who just happen to shop there. He can offer advice and recommendations on products and will order items specially for you that he doesn't normally stock. Price usually becomes irrelevant to me when I go there, and the experience makes me keen to support his local business. This benefits us both.
Flexibility
Decision making can be tough these days with such a vast range of choices as a consumer. A personalised approach can assess the customer's needs and tailor to them appropriately. Once you understand their scenario, you can offer a small range of options so that they are not overwhelmed by too much choice.
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Another advantage a small business has over a large one is that you can react more quickly to customer feedback and act to improve your service. It is well worth investing in ways for you and your team to do this so that you gain an advantage over the competition.
Added Value
Small businesses can increase their revenue streams by adding value in the form of customised services and loyalty schemes.My osteopath offers an optional service at the customer's home (at a slightly increased rate), which is clearly more convenient to the customer.
A local independent cafe has started a loyalty card scheme so that after you have bought nine hot drinks you get the next one free. This is easy for the cafe to administer with a simple tick box on a card, and encourages customers (plus guests) to visit more often. The trick is to make it relevant and worthwhile to the customer, and simple to carry out.
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Focus on your USP
In the Yell survey, 40% of consumers said they favoured local businesses as they are prepared to 'go the extra mile'. What are you prepared to offer that a customer can't get from the big competitor? Will you operate outside the usual hours or visit the customer at any location or distance? Make sure you mention your USP in all your advertising, website and social media. Remember to tell your customers in any person to person contact too.
My daughter has just started German lessons with a tutor who visits and teaches on site at companies with a link to other European countries. She also offers 1:1 lessons at a time and location of the student's choice. Her flexibility is her USP and is the basis of much of her work.
Recommendations and Testimonials
Standing out from the crowd will build your local reputation and that will result in personal recommendations. Make sure that you routinely ask for testimonials and publish them regularly on all your advertising and internet channels. Keep them updated as it can be off-putting if the latest review is from two years ago. Customer reviews contribute heavily when choosing an unfamiliar local business, as search engine directories are often the place where a customer starts their search.
Directories
Have you heard about Google My Business? This is an easy to set up, free directory listing which can showcase your business name, contact details, opening hours, photographs, location and map. You can link it to your website or set up a one page site on your listing for free. It is very straightforward to do and will increase your online visibility. Go to Google My Business here
There are similar free listings available from Yell, Yelp and Bing Places for Business, and there are many others.
Another place to list your small business is in local magazines, which tend to rely on local advertisers for revenue. Very often, older members of the community start their search there if they have no personal recommendations to go on, as they may be less likely to use the internet. You can really focus your ad copy on your local target market this way, and although it is paid for, the rates tend to be very inexpensive. You may also pay for flyers to go inside the publications, which can gain further attention to your business and its services.
Conclusion
For the customer, small businesses are more flexible than large corporations and may offer a better solution. They are more easily contacted and usually cut out the middle man, which often reflects a keener price or quicker delivery. The personalised service makes the whole purchasing experience so much pleasanter and more memorable for customers, and they are then more likely to return and recommend you to others.
More and more new businesses these days are offering tailored and customised services and existing small businesses need to keep abreast of this trend in order to remain viable, Whatever your niche, think about ways you can be different to the competition and focus your efforts on that. Have you come across any other successful ways to gain attention in a crowded market place? I would love to hear your comments.
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