As a marketing consultant, I am often asked how to differentiate a service business from its competitors. After all, most accounting firms deliver the same services other accounting firms do. Ditto for law firms, IT firms, banks and even marketing agencies.
One strategy is to focus on the knowledge and experience of the firm’s employees. To effectively market a professional services business, emphasize what you know (your smarts) rather than what you do (your services).
But there is another factor that can help differentiate your company in a competitive market, and that involves how your employees make your customers feel. Case in point: my UPS delivery guy, Tom.
Delivering packages and much more. I opened my first UPS account almost 20 years ago when I started a marketing consulting business from my home near Cleveland. A driver named Tom was assigned to my area. Later, when I moved the business to a nearby office building, Tom’s route covered both my home and business.