Transcript

This is Stuart Webb CEO, author and founder and CEO of The Complete Approach with another of my one take vlogs, all the mistakes stay in.

One of the most important things every business should have is a differentiator. I’ve talked about this before. Every successful business has at least one of them. 

As you know, a differentiator is something that sets you apart from the competition. It’s one thing they don’t have. One thing that’s attractive to your clients, customers or patients. 

As you know, a differentiator is one of the 9 ‘Core Elements’. It helps you significantly increase sales (and profits) and should play a big part in all your marketing tactics and strategies. 

It still surprises me that business owners don’t dedicate enough time to being different. Yes, admittedly, finding that “gem” of a differentiator can sometimes be challenging but, the fact is, if you have a strong differentiator you are many times more likely to be more successful and, more importantly, you give yourself the ability to make more money (by the way, if you register for our FREE ‘SELL MORE STUFF Challenge’ you’ll get free easy-to-follow templates on how to create a powerful differentiator—see this link for details )! 

So, what I want to do today is tell you about using “speed” as a differentiator. First, let me quickly summarise why having an effective differentiator is very, very important—I would go as far as to say “compulsory” – especially if you’re looking to grow and increase your sales… 

• If your clients, customers or patients don’t have a reason to choose you above your competition, price becomes the significant determining factor.
• Without a differentiator your product or service will be seen as a commodity—the result is to drive down the price and significantly reduce margins. 
• You can’t create price elasticity without a differentiator. You want to be able to charge HIGHER prices and it’s challenging without one. 
• Attracting clients, customers or patients is made much easier with a differentiator. It elevates your offering from “me too” comparisons. 

There are more, but these are enough to explain why it’s important to have a differentiator. And if you’re struggling to find one, SPEED is something any business can use as a differentiator. Our lives are moving at a greater pace every day. We all have less time. We want things yesterday, not tomorrow. And we’ll pay more to get them faster. 

Many very successful businesses have been founded on the principle of speed… give the customer quick delivery, quick service, quick results and they’ll love you for it. FedEx, Domino’s, Amazon (note what they’ve done with Prime and how speed plays a part in their success), and so on, are outstanding examples.

 Sure, you may have to alter your systems and processes. You may have the odd hiccup too, but if you can do it faster and quicker and deliver the same standard of product or service, then SPEED can be your biggest asset!