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Use these 10 techniques to distinguish yourself from the competition

Create a competitive advantage that no one can steal — and you gain the edge that will grow your bottom line, and avoid the dogfight of the no-name mass market. Choose from the following 10 techniques:

1. Personality profile. Everyone’s character traits are unique. Which attributes give you the most pleasure and make you most productive? If you can create “client wants” based on these characteristics, you win. Southwest Airlines founder, Herb Kelleher, formed his company’s culture around his outrageous personality. Other airlines have tried to copy him, but why buy a copy when you can have the real thing?
2. Do things no one else will. A landscape services company in Connecticut offers to wrap and unwrap presents on Christmas day. What will you do that no one else will? Take care of wild animals roaming your client’s properties? How about a lifetime warranty on pre-existing plantings? Make a name for yourself by doing the difficult things that no one else will.
3. Drive and passion. The lethargic and uninspired will be left behind. But you cannot go full tilt without burning out (like over revving an engine). To keep your passion fresh and in balance, address the following:
   • Fit and healthy?
   • Sources for new business ideas?
   • Feedback systems? (Are you breathing your own exhaust?)
   • Passion aligned to your job description and product line?
4. Integrity. Employees will follow a boss with a clear set of standards, and so will consumers. Fifteen years ago, we tore out a swimming pool we had just built because it was a few inches shallower than the specs. The client would never have noticed, and it cost us $30,000. Inspired by our actions, the client bought upgrades that helped us break even on the redo. This story lives on in our culture and continues to inspire employees. Your integrity cannot be copied.
5. Be first in a niche. No one can ever steal this. For example, most people know who first flew solo across the Atlantic. But who was the second? Most don’t know.
   At Glen Gate, we were first to offer combined “pool and landscape” design/build services in our area. Many have followed, but we are known as the first and thus the best.
6. Unique abilities. Every successful business has unique knowledge, skills, relationships, or patents. Over time, these can be copied so it is essential to invest in upgrading the strengths that give you the edge. However, most people are told “focus on your weaknesses,” yet this diverts them from strengthening their competitive advantage. For example, a friend of mine owns a multi-million-dollar computer refurbishing operation. He makes serious profits, yet his employees are “not empowered” by today’s standards. Yet it works for them. What works for you? Grow it!
7. Change 10 percent a year. Competitors always try to copy what works. Stay ahead of the pack by evolving your market position. For example, we are currently repackaging our landscape management services to include more upscale services. On purpose, we lose the bottom 20 percent of our client base as we grow the top 15 percent. In three years, we will look 40 percent different, and our margins will be higher.
8. Client relationships. If you nurture and constantly refresh your relationships, you give clients something they are starving for. If you don’t, these relationships will be stolen.
9. Company culture. Your culture consists of your company history, employees’ strengths and attitudes, and norms. Like a family, some companies are dysfunctional and some are resilient. A flexible client-focused culture gives you an edge. How “functional” is your culture?
10. Longevity. Longevity can never be stolen. But how do you take advantage of this? Take a page from one of the oldest restaurants in Westchester County. It sells comfort and a relationship that has stood the test of time.

Overall, companies with “a competitive advantage that cannot be stolen” bring in high-margin business when the mass middle market is fighting to gain price-shopper clients. Which kind of company do you operate?

Jeffrey Scott is a branding expert, professional speaker, and co-owner of Glen Gate Pool & Property based in Wilton, Connecticut. For inquiries, e-mail JeffS@glengatecompany.com or call Jeffrey on his cell at (203) 943-3991.

This article was written by Jeffrey Scott, branding expert, and Rod Dickens, PLANET’s contributing writer.