PUT YOURSELF IN THEIR SHOES

If you are a small business owner or small proprietor or freelancer trying to decide what words you should use to promote or market your business, change your shoes. Rather than being the service or product provider, put yourself in the role of customer. Visit an independent bookstore, buy a cake from a local bakery, hire a contractor, or find a real job or product you need which you may normally take care of on your own but hire it done or buy it somewhere else. And then use what you learn in your promotion and marketing.

In addition to the obvious of paying attention to how your competitor actually performs the work or to the quality and price of his or her product, concentrate on the whole process. How were you treated? How did you feel? What bugged you about the process? Was there not enough communication or too much? What made you a little nervous? What were your biggest concerns – that it be done on time, that the price was right, or that the quality was good enough? Would you have liked more personal advice or connection? What satisfied you? What could have been done better?

Use your observations and answers to these questions to amp up your competitive advantage. Can you incorporate any positive aspects of the experience into your own way of doing business? Avoid repeating the negative aspects of the experience in your own business dealings. For example, did you wish you would’ve received more status updates on work progress? If so, make sure you are providing adequate updates to your customers. If you’re not sure how many updates your customers want, ask them. After all, meeting customer needs is one of the objectives of doing business under the goal umbrella of making a profit.

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