Anyone can sell your product. Anyone can provide your services. So why should a customer come to you instead of that other company? The answer lies in the unique competitive edge (UCE) of your business.
 

Your company’s unique competitive edge is what sets you apart from all the others. It is the one thing (or many things) that you can offer that your competitors have overlooked. It might be a lower price, quality service, or a premium selection.  It may be something more specific, like a unique feature or a specialized service that your competitors do not provide. Marketing your UCE is a lot like children showing off on a playground.  One child can hop up and down on one foot while spinning around and whistling a tune. Another child can do all that, and then says, “Yes, but can you do this?” The extra effort and talent the second child adds is his unique competitive edge. By the same token, you can discover your UCE by studying the competitor and providing that extra flair that his company lacks.

 

One thing to keep in mind, however, is that you must choose a UCE that you can actually provide. If your company does not have the exact expertise that you advertise, or if you cannot always stay 20 percent below the competition, do not use this as your UCE.

 

When you ask your competitors, “Yes, but can you do this?” make sure that: 1) You can really “do this,” and 2) Your competitors always say, “No.”  Then you know that your business has a truly unique competitive edge.

 

How to choose your company’s UCE

       

Many businesses have no competitive edge at all, and it is no surprise that these businesses simply get by or fail after a short time in business. This is unfortunate for them but good for you, because you have something unique, something that customers will always remember you for. Your UCE is what keeps them coming back. Without a unique competitive edge, you are nothing more than the non-athletic child in the playground yelling, “Pick me!” 

 

To choose a successful edge for your business, put yourself in your customers’ position. What would you want from you?  Make a list of the obvious, all the items that a company like yours should offer. Research competing markets to be sure you do not overlook anything. Now look at your list to determine what is missing.  If you were the customer, what else would you want? Make a list of all the extras that would entice you into being your own customer. 

 

That list might include:

 

·     A broader variety of products or services

·     Speedy delivery

·     Extended warranty

·     Prime location

·     Friendly, personalized technical or customer service

·     Popular product name brands

 

The potentials are unlimited.

 

From this list, choose the items that you can provide your customers with always. Be sure to take into account the cost of these extra offerings and whether or not they will cause your prices to increase. A small increase is fine in exchange for quality and uniqueness, but too much will scare potential customers away.

 

Once you’ve determined and marketed your UCE, remember that it is not a promotional offer, but an actual part of your company. It becomes embedded into your daily business routine, and you must be able to deliver as promised. 

 

Promoting your UCE

 

Having a competitive edge over the competition can only be successful if potential customers know about it. Once you’ve identified your UCE, you must integrate it into your sales and marketing strategy. The best approach is to get right to the point. Tell customers exactly what you offer and why it is above and beyond the average competitor. Help potential customers compare your business to all the others by sparing them the need to research for themselves. The customers should believe that you understand their needs and can fulfill them better (or at a better cost) than any other company like yours.

 

Targeting Your Market

 

Your competitive edge is dependent on your target audience. Will your business serve large companies or small companies?  Are your customers unique or specialized? Are they consumer oriented, high tech, artistic, mass productive, regulated, or all of the above? These are the things to consider when determining your niche. Your unique competitive edge should target as many customers as possible, which means that you need to pinpoint what they all have in common.

 

Activate and Enforce Your UCE

 

Don’t just talk about your UCE. Use it, and use it aggressively. Integrate your UCE into your products, your customer service, your thank you notes, and all interactions between your customers and your business. Never allow customers forget why they chose your business.

 

No matter whom your target audience is or what appeals to them the most, a unique competitive edge will be the focal point of your marketing efforts.  Uniqueness is a desirable quality in any business, and choosing the right UCE will place your company above and beyond the rest.