Q: For years, we have been known for the great service we provide to our clients. But now everywhere I turn, my competitors are talking about what “great service” they provide. Should we change our message?
A: Yes and no. How’s that for a non-committal answer? Let me explain…
Brand awareness is a pretty powerful tool in marketing your firm. If your firm has been in business for 20+ years and you have always been known for having great service, don’t change just because everyone else is doing it.
However, you always need to make sure that you are standing out from the competition. That’s why when a client says that their differentiator is “great service” or “the best candidates” I always respond with “why?” Which is inevitably met with silence.
It’s just not enough to say you have “great service” or “the best candidates” especially when everyone else in your area is saying the same thing. So sit down with your team and ask yourself, “Why do we have the best service or candidates?”
Here are some examples…
- “We reject 8 out of every 10 candidates” – This was one of the first differentiators that I came across when I first started working in the staffing industry. At first I thought it was a bad thing. Then I quickly realized that nothing shows the quality of your candidates like saying you only take the top 20% of candidates that are available.
- Brand Your Process – The best part about this? You don’t have to change anything in your internal process. Just by giving your process a name and brand you will be able to stand out from the crowd.
- Prove It! – One way to make yourself stand out from the crowd is to truly prove that you have a better process or candidates. The best way to do this is through case studies. Did a client come to you with a specific issue that you were able to help with? Document it. I usually recommend the “Problem – Solution – Outcome” format. Think about if you received two pieces of direct mail, one simply said “We have great service” and the other said “We have great service and here’s a great example”. Which firm would you be more willing to call?
These are just a few ideas to get you started. I’m sure your team will come up with more specific items in your process that will make you stand out. And if you still need some help differentiating your firm, don’t hesitate to contact Haley Marketing.