In a business landscape where everyone claims to be the best, it’s hard to stand out from the crowd. In professional services, where there are so many companies delivering similar services, it can feel even harder.
When customers are demanding tailored, more customised solutions, companies that struggle to differentiate themselves and their services might face problems.
While it can be difficult for professional services businesses to build their own identity, it’s certainly not impossible. Here are four ways you can differentiate from the rest.
1. Place the brand first
One solution is to focus on your brand. This way, you distinguish your company from others, and you draw attention to its values and purpose. After all, people want to work with people and companies who share the same values.
Creating a brand that connects with your customers’ minds is essential. The first step to achieving this is to gain trust. To build this level of trust, marketers need to constantly monitor relationships by analysing stakeholder feedback to see how a company is being perceived. It’s also important to create a culture of openness and transparency around everything, from fees charged to the diversity and experience of a team.
2. Create relevant content
To gain a competitive edge you don’t just need to understand your competitors, you need to work hard to understand your audience too. A great way to attract prospects is through relevant content.
We’re not talking about a weighty 50-page report three times a year, but concise, engaging content that is used to feed your social channels and website.
This kind of interesting content can also be used to remind your clients what you stand for and that the services you offer remain current.
3. Sometimes it’s good to think smaller
It’s tempting to say that you do a long list of things well, to keep your options open in many areas. However this can lead to you becoming a jack of all trades and master of none. If you position yourself as delivering a specific service really well, your clients will more likely remember you.
4. Building relationships with your competitors
You might want to keep your competition at arm’s length, but it’s good to remember that as well as being competitors, these businesses are also your best allies.
By associating with talented, experienced people you gain credibility. Relationships and networks with competitors can put your business in a position to receive referrals if your competitor is unable to meet a client’s needs. Putting time into building long-term relationships will often pay off and help you build a stronger reputation.
If you want to get ahead of the competition and attract top talent, you need to go the extra mile. Team culture, incentives and technology all play a role – as does working with a specialist recruitment company to help put your team in place.
Contact us to find out how to stand out from the crowd and attract top talent.