Product/Service Offering Differentiation How much you are able to differentiate your product or service offering will vary based on what type of business you are in. For instance, if you are in a highly regulated business, your options may be limited. Explore a totally new market or type of product or service, however, and possibilities abound. The key to successful differentiation in this category, again, is to know your customers, really, really well. Talk to them often, and you will know what they need most and be able to offer it, long before your competitors know what is happening. For example, your product or service could stand out in one of these ways:

--Quality--create a product or service that is exceptional in one or more ways. Examples: Lasts longer --Better --Easier to use --Safer --New/First--be first one to offer something in your location/field. --Features/Options--offer lots of choices, unusual combinations, or solve a problem for a customer in a way no one else does. --Customization--as a Solo Entrepreneur, you may be able to more easily handle special orders than big, mass-market competitors.

Customer Service Differentiation Have you noticed how customer service seems to be out of vogue these days? This situation makes excellent customer service a great opportunity for differentiation and another natural advantage for Solo Entrepreneurs that already know what’s important to their customers. Build your reputation on making customers feel really good about doing business with you. Works great with referral marketing, too. Examples:

--Deliver Fast--next day, or one-hour--make it faster than customers think possible. --Unique channel--offer a service over phone or Internet instead of in person or in their office rather than yours. --Service-delight customers!--it may seem expensive to offer exceptional service--but it pays off in word-of-mouth advertising. --Before/during/after-sales support--provide technical or other support to customers using your product. --You might use joint ventures to provide that support--but customers will perceive it as being from you! --Guarantee/warranty--offer 100% money-back, or free replacement parts. --YOU--offer yourself, your unique blend of talents and skills, to attract customers. Make sure they get access to you, too!

Keys to Successful Differentiation:

--Know your customers, really, really well. --Pick a blend of differentiation methods that, in eyes of your customers, truly sets you apart. --Talk about your differentiation in terms of customer benefits. --Tell everyone about what differentiates you--often. --Keep your differentiation fresh by listening for changing customer needs.

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6. You could cross promote your product with other businesses' products in a package deal. You can include an ad or flyer for other products you sell and have other businesses selling for you.

7. When you ship out or deliver your product, include a coupon for other related products you sell in package. This will attract them to buy more products from you.

8. Send your customers a catalog of add-on products for original product they purchased. This could be upgrades, special services, attachments, etc. If they enjoy your product they will buy extra add-ons.

9. Sell gift certificates for your products. You'll make sales from purchase of gift certificate, when recipient cashes it in. They could also buy other items from your website.

10. Send your customers free products with their product package. The freebies should have your ad printed on them. It could be bumper stickers, ball caps, t-shirts etc. This will allow other people to see your ad and order.

Warmly,

I-key Benney, CEO Mscsrrr