Got a Competitive Advantage? Make noise!

There is an old philosophical question, "If a tree falls in a forest and no one is around to hear it, does it make a sound?"

The question and the discussion that always follows revolves about "observation and knowledge of reality." Since I'm no philosopher, I'll stay out of this conversation other than to state the philosophy question popped into my head while in a conversation with a business owner who told me about the many things his company did for their clients.

As I was listening I became impressed with the expertise he talked about and how the company differed from the competition. And then I asked, "What do your customers say when they realize all the things you do for them that other companies don't do?" I was stunned by his reply, "That's the problem, they don't really realize that we do a better, more complete job. They don't know all that we do for them." I wanted to give him a dope slap!

When you have competitive advantages and you don't tell your prospects and customers about them, it's like the tree falling in the forest and wondering whether it makes a sound.

It isn't up to your prospect or customer to recognize the differentiators that elevate you above your competitors. That's your job. And if you do it right, they will understand the differences and the benefits to them so you will attract new customers and retain them easier and longer.

But it isn't only important to point out your competitive advantages, you have to make them understand why and how those advantages benefit them, otherwise it's like that tree falling silently.

As example is a repair company that advertises their trucks carry thousands of parts. "That's nice, but what does that mean to me?" the prospect says. But if the prospect is then told that the benefit is they rarely have to go back to the shop for a part then that huge inventory is a timesaving advantage that the prospect understands because the company now makes a loud sound in the forest.

Opinions are solely the writer's. Larry Galler, of Larry Galler & Associates, is a marketing and management consultant for small and mid-size companies. Get Galler's free special report, "Four Steps to a Winning Marketing Strategy." To receive it, send an email to larry@larrygaller.com. Put "Marketing Strategy Report" in the subject line.