Today's economy demands companies to be unique in their particular industry in order to survive. I am in the telecommunications industry and I frequently speak to telephone system dealers across the country. When I ask them how business is going, the most common answer I get back is, "Not selling much, the phone is not ringing." Unfortunately many companies think they are still operating under a 90s business model.
Many businesses are still hoping people are going to find them in the yellow pages and then call them looking for their product or service. This is no longer a viable option. In order for a company to excel it must update its business model and separate itself from their competition. Over 50% of small businesses have terrible non-engaging websites. If yours is the same as everyone else's, why should they call you when they run across your website? Do you have engaging videos and articles, perhaps a blog to entice your visitors?
When your sales staff stop by to make a visit to a potential client do they just drop off your brochures like everyone else does, or are they creative? I like Jeffrey Gitomer's idea of putting brochures in a company logo-ed trash can, being that most people will throw away your printed brochures seconds after you leave, and keep your trashcan with your name on it. The real question is, will the potential client remember you distinctly from your competitor?
The same can be said for your business cards. Do you still have the standard cheap card with your name and phone number on it? Or did you take the time to make yours stand out from everyone else's? There are many areas of your business that you can be creative with to separate yourself from the competition. How different are you?
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