Lesson Fifty-Eight: Two-Minutes

This will only take two-minutes. But you have to stop what you are doing and concentrate for the full two-minutes.

Also, I should note that this is more applicable to service companies than those that sell products. That said, product companies will benefit too.

If you are not ready now, put this email aside and come back to it when you are ready.

OK?

Good. Let's begin.

We are going to do a very short exercise. You'll need a pen and a piece of paper. I'm going to ask you three questions, write down your answers in point form.

Question #1: What are at least three reasons why I should buy your product/service?

Question #2:What are at least three reasons why I should choose your competition's product/service over yours?

Question #3: What are at least three reasons why I should just do it myself?

Are you done?

You've just identified the competition gap in your business. The questions I've just asked you are the same questions customers are asking themselves every day. Many times we get lulled into thinking that our competitors are the other companies in our industry. But that's wrong. Customers are competitors too. Because often it is easier or less hassle or safer to do it ourselves than trust in the services of others.

If you could not give me a reason to buy from you that was different than your competitors AND sufficiently compelling that I should not do it myself, you need to do some work.

How can you improve your service? How can you differentiate? How can you make it easier to buy? How can you create such a powerful value proposition that your customers cannot find the reason they are looking for to say no?

My two-minutes are up.What did you discover?