One of the complaints that I hear mentioned at networking events all of the time is that there is so much competition for business that finding and securing clients is getting tougher and tougher. It was only yesterday that I was reading a post online where someone was sharing how many new people had entered his industry over the last 5 years and how he now had to compete for business that previously fell into his lap.
The more he delved deeply into his story, the more I wanted to challenge him on what he was doing to stay ahead of the pack and keep being the ‘go-to’ person in his niche. One thing I have learnt is it is easy to look at everything as a problem rather than focus on a solution. Hey, most of us have done so at some time in our lives so I could see his justification story rolling along nicely.
With the economy and environment the way it is, small business has so many new people entering its tempting tentacles that many people blame market saturation as the reason they are struggling rather than poor business operations and marketing strategies.
I have used many small businesses myself and when I first realized I needed a product or service I found that I was bombarded with choice.
Each had a professional website which highlighted what they did and how they could be contacted. Many had an online presence with client testimonials and a smart professional photo yet the more I looked the more, it seemed they were morphing into one identity. And in case you didn’t know, that is the worst thing that can happen to you in your industry.
I am very passionate about standing out from the crowd and making business real and unique. It shows confidence, assuredness and personality and will cut through the noise of competition and make you the first choice.
I wanted to share with you how you can stand out in a crowded industry and become the ‘go-to’ provider as after all, we could all use a competitive advantage.
- Look at Your Message – As I mentioned earlier, when you are in a highly saturated market, you need to be unique to attract those people who, like me, saw rows upon rows of red Porsches when all I wanted to see was a black Lamborghini.
Make sure that your copy is clear, concise and above all, appealing to the type of person you want to work with.Make your message magnetic by clearly identifying your market, stating how you can solve your prospects problem and what results in advance they would get if they decided to work with you.
2. Go Where Your Ideal Clients Are – Most of us have heard the saying, shooting fish in a barrel. Spend some time identifying and researching where your ideal clients spend their time.
As a general rule for most professional industries, they will be on LinkedIn yet don’t discount other places like Facebook or online business help and information blogs.When you enter into their space, make sure that you respect it and interact in a professional manner and add as much value as you can.
Become the authority figure and expert within your prospects space and if done the right way, you will start to get results.The results might be a visit to your website (yes they will online check you out!) an email or a message.
3. Write a Book, or at least start to be a content curator - My number one to become the ‘go to’ expert in a saturated niche is to write a book on your experience and knowledge.Nothing instantly explodes your credibility quicker than becoming an author.
EBooks, White papers and special reports are now a dime a dozen and any website worth their salt has one of the aforementioned as an opt-in or value add.
Your potential clients need to be educated and educated by someone who is passionate, has a cause and passion behind why they are in business.
The days of dealing with faceless corporations are fading fast so be visible, be unforgettable and most of all, be yourself.
Love Nat x