When customers are choosing between a small business and an established brand for similar products or services, the burden of proof often lies on the small business to differentiate themselves meaningfully from the established brand.
As I see it, there are two major factors in favor of the small business:
- the uniqueness of the offering
- this can increase value
- the personal connection to the customer
- this can increase trust
Not every small business will be able to rely on both factors, but the faster and more strongly a small business can communicate at least one of them in the mind of the customer, the better their chances are.
So . . .
If you look at your website, how long would it take to identify a personal connection to your business or a uniquely beneficial quality of your offering?
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P.S. Notice that price is not included as a differentiating factor. Small businesses often can’t compete for price—nor should they have to. Taking advantage of the uniqueness and/or personality factor can help maintain or even increase your prices in the face of competition.
