As a business, you need to have compelling reasons in place for a customer or candidate to want to work with you, or for you. There are a lot of competitors out there, and a lot of relationships already established. So, how will your business set itself apart to outshine the competition? And break up long-standing partnerships?
You need a 'hook.' And better yet, lots of hooks. Your hooks will reel in the customers or candidates you are seeking. A 'hook' is a clearly defined competitive differentiator. First, figure out what your company’s hooks are, and then insert them into your brand messaging, sales, or recruiting pitches. These hooks must not be vague or confusing to the customer or candidate. They must be clear and compelling!
EXAMPLES OF HOOKS TO BRING IN NEW CUSTOMERS
• Awards and recognition:
• Winner of the 2013 National Commercial Real Estate Customer Service Award of Excellence.
• Named by Washingtonian Magazine as the “Best of 2014 Accounting Firm.”
• “You can have confidence in our 30 years of expertise in the telecommunications industry.”
• “We are locally owned and operated—so we are loyal to this town and its customers.”
• “Our products are used by over half of Fortune 100 companies globally.”
• “We serve fewer clients per advisor than most wealth managers. With a 97% retention rate, apparently we’re on to something.”
• “Our customers see 50%+ revenue growth as a result of our consulting efforts within the first year of partnership.”
EXAMPLES OF HOOKS TO BRING IN NEW CANDIDATES
• Awards and recognition:
• Ranked as one of the Baltimore Business Journal’s “Best Places to Work.”
• Named one of Fortune Magazine’s top “100 Fastest-Growing Companies.”
• “We are moving to a brand new, state-of-the-art office space in 2015.”
• “Our average employee tenure is 10 years, so this is a company you can call home.”
• “Our benefits package is the most competitive in our industry, including 3 weeks of vacation for new employees and work-from-home flexible hours.”
• “Our CEO was voted “Entrepreneur of the Year” by Ernst & Young, so you can have confidence that our leadership is highly dynamic and forward-thinking.”
When you have competitive differentiators defined, your company message will be so much more powerful and effective. It also helps greatly to establish a tagline for your company and what it does, and complement that tagline by the competitive differentiators that set you apart. Talk about your company awards and recognition, your industry expertise, your history, your size, your customer service experience, your accomplishments, the results you provide, etc. Make a compelling case as to why that customer should buy from you, or why that candidate should come work for you.
Sharpen these hooks for your business, and start reeling in prime targets before your competition does!
