Distinguishing your company in a crowded market

By Kelly Watkins

As a business owner, director, or manager - you face more competition.

This challenge comes not only from the new business opening up next door, but also from the business half-way around the world - thanks to the internet and overnight shipping.

As a leader, how can you differentiate your company from the challengers?

I discovered the answer to this question while en route to speak at a conference for a restaurant association.

It was dark when I climbed into the taxi at the airport.

This airport was in the middle of nowhere. As I stared out the window into the night, I finally noticed the lights of a large complex on the right side of the road.

There were several office buildings and a few hotels sprinkled among the parking lots. All the hotels were similar. Other than the name on the sign, the buildings housing the hotels were almost identical. There was nothing unique about any of them.

None of them had a beautiful courtyard or flower garden. There were no swimming pools or attached restaurants. There were no sandy beaches or babbling brooks. The surroundings were all the same. Being familiar with the brands, I knew the prices were comparable and the interiors of the hotel rooms were similar.

I thought to myself. What differentiates these hotels? Why would a customer choose one of these over the others?

Then, I realized the answer! It depends on one thing: The people inside. The employees.

The one thing that would determine whether the customer returned to that hotel or selected the one next door . . . would be his/her experience with the employees.

If the guest was treated well by the staff, he/she wouldn't even consider going elsewhere next time. If the guest was treated poorly, he/she would never return.

Whatever your business is, the same concept applies to you. What is the primary element that distinguishes you from the competition? Your employees and the level of service they offer. Client satisfaction is determined by the attitude and actions of your employees.

It is your responsibility as the leader to ensure that employees are able to service the customers. You may invest millions of Dirhams, Dollars, Euros, or Pounds in your facility, your phone system, or your computers. But, what does the customer care about? How they are treated by employees.

Are you investing in your biggest asset? Are your employees properly trained? I am not referring to the technical aspects of the job. I am talking about training and empowering staff to provide exceptional service.

As the leader, you determine the company's tone regarding customer service. It is also your job to communicate it. Does your staff know what your philosophy is?

Now, here are the hard questions. Is your staff empowered to implement the vision? Can they effectively deal with upset customers?

Can your employees communicate with customers using good listening skills? Do they know how to adapt to different behaviour styles?

Every employee helps differentiate your company. The question is - are they distinguishing you from the competition, or are they sending your customers to the competition?