Read any business strategy book, article or blog post and you’re likely to run across the question “What’s your unique selling proposition?”. Your unique selling proposition (or selling point) is a marketing concept designed to differentiate your business from the competition in order to drive business growth. Its goal is to help you identify the values you provide that make your business different, better and more alluring to your customers. And that’s a great question to answer.
What are you doing to make your business stand head and shoulders above the competition? Why should anyone pick you?
Being on top of your game requires continual attention to even the smallest details and ultimately it all goes back to culture. Do your employees carry your best interests into the field daily? If not, you have work to do. As an owner/manager, it is up to you to create that culture – one in which employees are happy to come to work and daily provide the things to your customers that it takes to make your business thrive.
It goes beyond just getting into and out of a jobsite on time with a list of products installed and delivered. Every time you have to be sure that you and your team are you doing the things it takes to make your company stand above the rest.
Tents can be a focal point of the event – not just a convenience to your customer. That’s why a crew that take the time to clean up straps around the perimeter of a frame tent, or the ends of straps/ropes on a pole tent – even closing the flaps between midsections – is the crew that will put your operation above the competition in your customer’s eyes. And that’s what matters the most.
Perception is reality. So leave your customers seeing that the quality of work they get from your company is head and shoulders above any other rental company that might show up on a Google search. That is value – and value equates to profit in long-term relationships.
Become a resource for your customers. Henry Ford, is credited with promoting the idea that people don’t always know what they want. The founder of Ford Motor Company is said to have uttered this iconic phrase, “If I had asked people what they wanted, they would have said faster horses.” If you can solve your customers problems before they even know they have one. You’ve just found a great unique selling proposition.
It starts with an honest assessment of your business. Take look at your inventory. Is it dated? Do you rent Velcro or hook-and-snap walls for a high-end event that requires your customer to fold that sidewall back and “just make it work”? There’s another option. A keder frame system allows for sliding walls that your customer can easily open and close like curtains, at will. Doors may also be your friend. An elegant entry way can take your event to a whole new level and become another profit center for you at the same time.
Older tops can begin to show some age in the way of pinholes and small tears. Instead of leaving your customer with a sub-par focal point that they have to “just deal with”, create an on-site repair kit that goes out with every crew. All you need are a few small repair items like liquid vinyl patch and HH66 cement with small patches to address these type of issues on site. Small adhesive dots are also your friend when small tears or pinholes are found.
Take the steps to show your customer they did the right thing by hiring you. It can go a long way towards securing that relationship for years to come.
Want to learn more techniques and how attention to detail can set your business apart? Tent School, hosted by TopTec Event Tents, is the longest running tent installation training program In the industry. Held in December, this 3-day event will teach your installation team best practices, safe installation procedures and the finishing touches that belong at every install. Learn more at http://tentschool.com/index.html