Tool Box
Issue No. 12 - August/September 2003
What Sets Your Business Apart?
Discover Your Positive Points of Difference (PPD’s)
by Craig Stubing
One of the challenges facing all businesses is that of being seen as ‘different’. A business—owner must take deliberate and positive steps to set their business apart from other businesses (especially their competitors) in the eyes of their prospective customers.
If you are in business you must remember that one of the questions your prospective customers will have in mind when considering a purchase is “Why should I deal with this person/ business and not one of the others I can choose from?” While your customers may not ask you this question directly they will ask themselves. Therefore, you must have an absolutely clear understanding of the answer and make it easy for your prospective customers to find it.
This is because, if Business A looks too much like its competitor, Business B, the products and services offered may be reduced to the level of commodities in the eyes of the prospective customer. If the prospective customer sees a product or service as a commodity they will almost certainly base any buying decision on price alone.
How can you set your business apart?
Firstly, identify your Positive Points of Difference (PPDs). These should reflect a number of positive points about your business; for example
- the superior quality of the products or services you offer
- the wider range of products or services you offer
- the wider range of options (or locations) you have
- the ‘loo...
