have more customers and more traction in the marketplace because they've been around longer. That doesn't necessarily mean that they're better. Have you ever heard of Hewlett-Packard? They should be the best computer company in the business. They've been around the longest. Almost everybody in America knows who Hewlett- Packard is. However, Hewlett-Packard didn't invent the iPhone. Somebody else did — somebody not as well-known as Hewlett- Packard at the time. We all know examples of people who did a fantastic job but didn't have a lot of customers because not enough people knew about them. I've seen examples in car repair, carpenters, tile setters, and contractors. People who do an amazing job often don't know how to tell people why they're better. I've even seen marketing people so busy doing great work for their clients that they forget to sell themselves! One problem is that even high-performing individuals usually don't know how to tell a story about their abilities. Stories are powerful. The best stories don't just give the facts — they make facts memorable by engaging listeners' emotions. Tell a tale supporting your claim about why you're better and why the customer should work with you.
FOLLOW A 3-STEP PROCESS
Here's how you can tell customers why you're better than your competition. The difference between you and your competitors doesn't have to be huge. Perhaps you're better at a specific niche or better in a different way. Setting yourself apart from — and above — your competition is a three-step process:
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