Creating Your Business Competitive Advantage

Did you ever notice how it’s easy to help others do something but difficult to help yourself do it?

I love marketing and am great at helping others to see their core values and do their positioning and competitive advantage.

But, of course, when it comes to doing my own, I struggle. It’s hard for me to see my true value, because the things I know don’t seem like a big deal (because I know them). It’s like a fish in water—it’s hard to appreciate what’s so close to you.

So when I recently decided to redo my positioning and competitive advantage, I knew I wanted a great consultant to help me. I’ll share our process with you.

First, list out all (and I mean all—fill up a whole page) of your core competencies. These are internal to you (not in relation to your competitors). Ask yourself:

• What stands out about my training?
• How am I uniquely qualified to work with my target population?
• What makes me credible?

Second, list out all (again, a whole sheet) of the benefits that your clients receive. Ask yourself:
• What results do my clients get?
• What do my clients say of my counseling/coaching?
• How do I know that my clients are satisfied?

Third, list out all of the ways that you are qualified in comparison to your competitors.

Fourth, go through your lists and be sure that everything on there is of value to your specific clientele. Do not make assumptions here. What they value may be very different from what you value.

If you are not sure, ask your clients. Survey your community with a tool like Survey Monkey. Hold focus groups—maybe not with clients but with referral partners who work with the same population.

Finally, synthesize your ideas into one or a couple primary competitive advantages. Remember to frame everything into what is desirable to your target market.

When you’re clear on your competitive advantage, your confidence as a business owner and your ability to communicate your business positioning will soar. You’ll find that prospective clients are more interested, curious, and ready to buy.