It is important to position your business to stand out from the crowd. As well as identifying any weakness(es) the business has and attempting to fix them, you must concentrate on focusing your strengths and utilise them as much as possible.
When you base your business around your strengths, you never have to worry about your competitors.
Far too many (fitness) businesses choose to focus on what their competitors are doing, what they offer and what they charge. Unfortunately this means that after a while everyone starts to offer the same product(s) and the same service(s) – and then the only thing left to do is compete on price. This is madness and these businesses will likely struggle, or even cease trading.
What you really need to be focusing on is what makes you different, what you do well, and what you can offer that no one else can (aka your unique selling point or USP). These are the things that ultimately make you stand out from the crowd. Remember, when you base your business around your strengths, you never have to worry about your competitors, plus you never have to compete based on market prices ever again.
Your No.1 strength is likely to be something that you enjoy doing. It is also likely to be something that you excel in, it is:
- When time seems irrelevant and other colleagues really notice your contribution; and
- When you get the most output for the least input.
Below are three steps to help you stand out from the crowd:
- Step 1 – Do not just be good, be great.
- Find out what your strength is by, for example, email surveying five clients and five people closest to you to get their opinion.
- When you work out what your ‘secret’ strength is, go to work developing that strength until it becomes your ‘super power’.
- Read relevant books, attend courses/conferences, and surround yourself with people who also excel in that area.
- Step 2 – Put it into action.
- Once you have found your strength, find a way to use that strength in your business to help others (either clients or staff) and ideally solve a problem or two.
- Your strength, for example:
- May be helping design marketing content;
- May be attracting staff;
- Might be to retain clients; or
- Might be systemising daily tasks and saving people time.
- What ever it is, get it into action as soon as possible.
- Step 3 – Be known for something.
- Now it is time to market that strength and really ‘stand out from the crowd’.
- Start to position yourself now as the expert in your field and use every marketing pillar available.
- Let your target customers know.
- For example, offer to write articles for the local paper, guest blog, put it on your website and business cards and start telling everyone you speak to.
- A fitness business, for example:
- May now – instead of offering generic ‘1 week free’ marketing passes – offer a free seminar with the ‘Emotion Eating Expert’.
- Instead of offering ‘3 Free PT Sessions’, you might offer a cheat sheet on the 10 Things You Need to Know About Power Lifting.
Two questions for you to think about:
- What is the ONE thing you do really well, that if you developed even further would help separate you and your business from your competition?
- If you started tomorrow, delegating ‘trivial’ day-to-day tasks and started working 100% within your stength, what could you achieve?