How will you choose a startup for providing you services when there are many already doing the same kind of job work?
A post in LinkedIn (a tool you should be using for learning, sharing and reputation building) asked the above question. The answer is core to most businesses. But it is also what needs to be shared in short order on your website. Assuming your website is trying to communicate why someone should work with you. If you have other primary objectives (and you need to be clear on your site’s objectives), then this still needs to be a part of your site somewhere.
Comfort of the Relationship:
I will choose a vendor based on the comfort of the relationship we can build. That comfort is in communicating that a vendor:
- Understands my needs, That may be by being local, in my niche, knowing me personally, sharing your expertise.
- Understands the industry today, Most industries are rapidly changing. Do you understand the journey my business is on and the challenges my competitors and myself are and will be facing?
- Understands Where the industry is going. Help me understand the opportunities, and to help me avoid the traps, What are the new regulations, what are the new 600 lb gorilla’s, what new technology will be crushing my advantage, what new profit model will change my world?
- Communicates What are the liabilities to avoid with other’s solutions. Your competitors have disadvantages – don’t bad mouth the competition, but inform me of what to pay attention to, let me understand how to evaluate your services independently so I know what is real (steak) and what is sizzle.
- Communicates that you are trustworthy even if you don’t promise the most. Let me see you participating in my community, returning my calls when promised, sending me information relevant to my needs (the more specific the better), recommendations from others-the more closely related to me the better.
Another way to say ‘by differentiation’. You may provide the exact same service, but I know you are providing the right service for me because you understand my needs, and are looking out for my best interests not others (including your own) in our transaction and relationship.
When you understand that your relationship with a potential client may start with your website, you can see how important the look and feel of the site is.
By the way, in order to effectively address most of these issues, you will create pages that is SEO friendly if not well designed.
Talking about your industry will let Google know where to ‘slot’ your services. Referencing the past industry issues will show your expertise. Of course linking to experts makes it even easier. Sharing your knowledge about the future again lets people know that you understand and care, but also lets Google know that your solutions are broader in scope.
So after you try to show how much you care about your clients, ask your clients for feedback to see if you are successful. If you are not, be patient – you probably did not give your elevator speech perfect the 1st time you attempted it. Part of building relationship and trust is having dialog, and being open to feedback and continuing to improve your site, skills, and presentation.
What are your thoughts on differentiating yourself from your competition?
PS. A new blog I am working with Andy Kurz on is Healthcare Insurance Reform Analysis and Trends
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