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Bottom line, to be successful at winning new customers/clients, you need to be perceived as being different, special, better. You cannot afford to be viewed as a commodity. Commodity companies are paid commodity prices/fees. There is tremendous power and profits in being perceived as unique, different, better.
Spend time researching and establishing your company’s Unique Selling Proposition (USP). What is your most powerful, compelling benefit/advantage? What is the big, overt advantage of your product/service? Why do customers continue to do business with you? What major frustrations do you remove from their lives? Once you define your USP, broadcast it like mad in your sales presentations, in your brochures, in your direct mail, on your website, in your telephone answering methods, in your advertisements, in your news releases, etc.
Do not let your USP simply be “quality, service, and price”. This says nothing different and has no emotional power. It sounds trite and comes across as “blah, blah, blah” to your prospective customers. Instead, clearly delineate your differences and performance guarantees. Instead of being a mere marketing consultant, be a marketing partner that guarantees revenue results (pay-for-performance) or the client doesn’t pay. Now that is different and understandable. FedEx’s earlier USP was “when it positively, absolutely needs to be there overnight”.
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