Two most important questions every business should be able to answer:
- Why do people do business with you now?
- If people aren’t doing business with you now, why should they?
Why should people do business with you?
Do you have a compelling reason why people should do business with your rather than your competitors? Is there something that you do better than your competition? Alternately, try to think of areas in the industry where there is a void that you could fill.
Ask your current customers/clients why they chose to do business with you rather than someone else. Their answers might surprise you. Once you’ve decided what makes your business unique, make sure you express that in every touch point with your prospects. Add it to your print advertising, your online presence, make sure your sales people know what it is that sets you apart. Be sure that they are letting everyone they talk to know about that unique selling point.