How many companies are there in your marketplace? How many are after the same business that you are? What does your home page say about your company? What’s your 30 second elevator pitch? Why you and not them? Get my drift? Why on earth would I use your services over your competition? How can you charge more when the opposition can undercut you? It is THE biggest issue for a business in today’s market.
I find that so many companies say the same crap (pardon my French, is it French?) about their business as all the rest meaning that they don’t stand out and look identical. For instance we looked at recruitment companies for a client the other day and below is the results of what we found from their home pages, the most important page and message point of your business.
Frazer Jones: Since 1996, our specialist teams have developed a reputation for providing honest, effective and professional advice as well as access to a unique range of HR candidates and clients throughout the UK and internationally.
Oakleaf: Our company values and core capabilities mean that our clients and candidates can count on sound, down to earth, impartial advice.
Astralis Group: We work closely with a small, select client base, which allows our consultants to intimately understand our clients’ business, develop close working relationships and provide the high levels of service that are necessary in today’s highly competitive market.
Stanger Kirkwood: We want to make sure you recruit the right people – those with talent, skills and the motivation to stay with you and become long term employees. Its human nature to want the best of the best.
And I love this one:
JAM is the difference
JAM is different. We provide Permanent, Interim & Contract recruitment solutions across a wide range of sectors. But we do it in a way that’s friendly, proactive, honest and – above all – passionate. We do what we say, and we do it well. That’s our difference.
Quality! So we do our job and were nice people and that’s why you should deal with us and no-one else! Brilliant!
STAND OUT!!
If you were a client who would you go with? The cheapest right? Because none have said why they are different to the rest. They have simply defined what they do and told you that’s why they are so good. Well you kind of knew that already, that’s why you were on their website. The recruitment market isn’t the only one, we seem to find the same malaise everywhere. It’s almost as if they copied each other sites, maybe they did.
My point is simple if you treat your business like a commodity it will be treated like one and cost will be the only differentiator. So don’t be surprised if your potential client goes to someone else who is cheaper than you or pays more for the same service from a company with a more defined message.
