If there is nothing different or unique about you, people will only buy from you because of convenience, or price, nothing more. Added to that, you'll never be able to raise your prices: if there's anyone doing it cheaper, people will buy from them.
You need to work out what is special about you, and then make a big deal about it. We call this your Unique Selling Proposition or USP the objective of a USP is to position you against your competitors and to develop powerful guarantees that get to the heart of your customer's frustrations.
A myth about guarantees...
Many people are frightened of guarantees - they honestly think that customers will rip them off. The truth is - most guarantees are never taken advantage of, even when the customer is genuinely dissatisfied.
There are two reasons why - first, people are lazy, and couldn't be bothered. Second, it takes a lot of confidence to stand up and say 'hey, I'm not happy, give me my money back'.
The fact is, most people lack this confidence.
So what makes a successful USP and guarantee?
For a start, it has to be something that your customers VALUE – we’re not talking ‘financial value’ either, but it needs to make people sit up and take notice. Your uniqueness needs to tackle your competitors head on, and your guarantee needs to answer the most common frustrations in your industry.
Even with the most basic products you’re selling an experience and a benefit of owning or using whatever it is you’re selling. If you can guarantee the benefit and experience that people are looking in the first place there is a very high chance they’ll deal with you.
It pays to get an outsider's perspective, so do some market research. Ask your customers and follow up on old quotes. Ask the question, “what would you like to see a business in my industry offer” or “What could I have done differently to have won your business?”
When you find out what that “IT FACTOR” is, do 100% and make a big song and dance about it. You’ll be amazed at the results.