Maybe you can offer additional guarantees such as the “Mind-Change Guarantee.” “If you change your mind about the plans x number of days after approval, we’ll revise them at no charge. If you change your mind x days before we order the faucet, we can change the order at no cost.” It may sound risky, but it’s more likely to pay off in additional business, D’Souza insists.
Now comes the final step, Uniqueness. D’Souza acknowledges the difficulty of defining your Uniqueness. So instead, he challenges you to ask yourself, “What do I want to do in my business that’s different from everybody else?”
What is your dream for your customers? Some answers might be:
+ I want every client to have a bath that is safe.
+ I want every client to have a kitchen that’s easy to cook in.
Now comes the hard part. Choose only one of these, and then spell out all the details. What does a “safe” bath mean? What are the components of a kitchen that is easy to cook in? Give your prospects specifics and they will understand why they should buy from you and not the guy down the street.
Focusing laser-like on one problem, one solution, one customer and one unique aspect of your business is not easy, but your communications will become much more effective when you do.