Many leadership teams spend thousands of dollars each year on unfocused sales and marketing efforts that end up not being effective because they never really established a clear strategy and goals when they first began the process. One of the most important parts of defining a marketing strategy for a small business is to determine what your “Three Uniques” are. Known in the marketing world as the differentiators of a business or its value proposition, the Three Uniques for a business are what makes your business different. They also determine what makes your business stand out from the rest and who your competition is. If you were to line yourself up against your competition, you may share some of the same characteristics in terms of services and focus, but no one else should have the same Three Unique that your business does. When you’ve defined your Three Uniques, it means that you’ve defined what makes you unique and special to your ideal customer.
Business coaches, or EOS Implementers™, report that one of the biggest issues that many business owners make is to try to be competitive in too many sectors, markets, services or product lines. When you try to be all things to all people, you simply can’t win. In order to be on the winning side of business, you need to define what makes you stand out from the rest. Choosing your Three Uniques can be as simple as listing out everything that you believe makes your people, culture and overall business unique. Many leadership teams also find it helpful to ask their customers for help. A simple exercise for those who are defining their culture and focus, a short 10-minute phone call with a few key clients is often all it takes to get the ball rolling.
Rather than trying to be all things to all people, finding your Three Uniques will help to focus your efforts in all aspects of the business. When you know what you are good at, you’ll be able to bring in the right clients who will choose your services over the competition because you, and only you, will offer exactly what they are looking for.
