The 4 Ways That Customers Use To Distinguish Your Business From The Competition

By Paul Santiago

Have you always wondered how the heck some businesses are more respected, recognized and revered more than others?

I found out that it’s the client’s perception that dictates your success. You can concentrate on your brand all your life but then the customers would have their own perception of you and that’s what matters.

Below are the things that help customers distinguish you from your competition:

1. Respect: The client’s perception of your value, excellence, usefulness, or importance.

The client’s question to you is: “how are you going to solve my problem?”

Respect can be articulated by explicitly answering these questions throughout the sales phase. From this point forward, we will let you in on little secrets that will help you implement this subject into your life.

• How much? (what the client spend, more importantly, save if they transact with you)

• How soon? (when the buyer will be able to experience the service)

• How sure? (the guarantee that their problem will be solved)

Set expectations early for the client so that there is little question of what the they can guess from you: “You will need to add an extra hour so that we can make sure to capture the dancing”

What are norms that your customers can guess you to live up to?

Remember, it is YOUR job to tell your customers what they should expect — customers shouldn’t have to work to guess what to expect themselves. If you don’t explicitly establish the scope and limitations of your service — and your competition may be concentrating on that more — who is more viable to win the sale?

2. Competence

Competence: The customer’s perception of your skill, knowledge, and experience with respect to them or their business.

Competence addresses the customer’s question, “Can this person or company do what they say they can do?”

Competence is demonstrated by the following:

• Establishing expertise early by knowing the process of wedding planning more than what the couple already has experienced.

• Understanding the need of the client and the problem that they are facing.

• Demonstrating knowledge due to experience.

• Display your achievements through your website, YouTube channel, social media channels. Don’t be ashamed, it’s your time to shine!

• Introducing your staff and presenting the process of your service

The perception of competence is gained over time. So you have to be consistent through and through. As you work these guidelines into your tackle to your customers, you will gain credibility and enhance your trade relationships.

3. Trust

Trust: The customer’s confidence in your integrity, ability, and intent.

Answer the client’s question, “Can I trust this company?”

Trust is demonstrated by the following:

• Online reviews

• Vendor referrals

• Displaying honesty, candor, empathy, and respect (show that you’ve done your homework, be genuine and concerned)

• Present to them what it looks like to work with you. Show them photos and videos of events you’ve successfully covered. 

Above all, show it!

• Tell them stories about your experiences with booking clients. Who doesn’t love a good anecdote?

• Set the table (take a peek at their timeline, suggest, tell them about the venues you’ve worked at either their same one or similar to their venue)

4. Propriety

Propriety: The customer’s perception of the appropriateness or properness of your actions with respect to them.

Answer’s the question, “Is this person behaving properly or appropriately?”

Part of exhibiting aptness is in the way you hear yourself. Over half of others’ perceptions of you is based — at slightest initially — on your appearance. Therefore, take care in your physical appearance, mannerisms, vocabulary, and selling etiquette. If your first “appearances” transpire on the phone, pay exclusive attention to your tone, enthusiasm, and vocabulary.

A second, serious part of demonstrating aptness involves your adaptability to other people. You must be shrewd enough to concede others’ needs, wants, and expectations AND you must be compliant enough to treat people the way they want to be treated.

Relate to your customers in a way that makes them feel most comfortable. This decreases “relationship tension” and increases trust, credibility, cooperation, and the commitment to work with you.

Talk about the accessories they’re wearing, food, wedding trends, etc. 

Your finished product is just a fraction of the price you charge your clients. The bulk of the work is 6 months to a year before their wedding date. The experience and the way you lift them up away from the stress of planning a wedding is what will make you a sure fire winner.

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