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As I wrote this, the “chicken sandwich wars” were raging. Let me quickly catch you up:


Fast food restaurant Popeyes released a chicken sandwich (they didn’t have one already?) and rival Chick-Fil-A got a bit lippy about it on social media (and then Wendy’s chimed in because that’s what they do) and it all kind of backfired. Everyone (and this is nuts) suddenly wanted to try this chicken sandwich at Popeyes, a place few folks ate at before this all started. Long lines. Traffic jams. Employees quitting because overtime has become insane.



This is about a chicken sandwich. And while I’ve not yet put one in my belly, everyone seems to say the same thing: it’s okay. Not “it’s amazing.” But just “okay.”


McDonalds sells one or two different types of chicken sandwiches. KFC has one. Wendys. Chick-Fil-A. Sonic. I haven’t checked with too many more fast food chains, but they probably sell chicken sandwiches.


What Happens When We Can Buy from Everybody


My point: What you sell isn’t all that unique. Very few businesses sell anything unique. I write articles like this but so do several thousand other people. Everyone really wants to point out what makes them different, but they all say the same things: we treat you like a person, or we value you, or we take your business seriously. Yada, yada, yada.


In a world where people can buy from anyone, why should they buy from you?


I’ve posed this question several times to many corporations over the years. It’s my go-to starter for companies that feel threatened by a competitor. A large auto parts company brought me in because they were feeling the pressure of their customers suddenly being able to Google something, go on Amazon, and buy it themselves.


My advice was: get amazing at in-store service. Make people feel well tended and cared about in your stores. Treat everyone who walks in as if they own the business and you want nothing more than to please them.


Let me ask you three questions:


      • What can you do at your business that would separate you from the competition?
      • What value can you bring to your customer differently than anyone else?
      • How can you deliver something that goes beyond the borders of a buyer’s expectations?


These questions apply to any kind of business. No matter if you run a chiropractic practice, a pizza shop, a bridal store, or an accounting group, you can craft a better experience for your customers.


True story: my plumber is the best in town because he calls you back within a few hours of you leaving him a message. This beats out the five other competitors (in my small town) because they don’t get back to me in a timely fashion. That’s it. Returning calls. That’s his massive advantage.


Make that Advantage Clear


The worst kind of marketing small business owners do is generic or vague. “Our difference is that we care.” That’s the worst possible thing to say. Everyone cares, and most customers don’t believe it when they see something like that.


But if you say, “We work on your schedule, not ours,” now that’s something very specific.


Sometimes, you don’t even have to sayanything. Maybe it’s clear from your very simple menu that you sell two types of burgers, fries, shakes, and that’s about it. Maybe you run the most pet-friendly tax preparation business in town. Or maybe it’s that you prompt your customers when it’s time to repurchase so that they don’t have to remember. That idea alone could really separate you from the competition.


We Can Buy from Anyone. Now What?


I used to work part-time at a little bookstore in northern Massachusetts. The place was very small, independent, and in a quaint little tourist town. When Carolyn ran the store, her big advantage over buying from Amazon or driving another 20 minutes to Barnes and Noble wasn’t that she had every book you could ever want on the shelves. It was that she always had great recommendations for what to read next. That and the ability to remember everyone’s name – so that she greeted you personally when you walked into the shop – was what kept her business alive.


There are so many ways to stay important to your customers, if you want to sustain a strong business relationship. It’s up to you to treat that part of your business as if it matters, and to align your efforts accordingly. So, how do you answer this? 




About Chris Brogan



Chris Brogan is an author, keynote speaker and business advisor who helps companies update organizational interfaces to better support modern humans. The age of factory-sized interactions is over. We all come one to a pack. And it’s time to accept that we are all a little bit dented. Chris advisesleadership teams to empower team members by sharing actionable insights on talent development. He also works with marketing and communications teams to more effectively reach people who want to be seen and understood before they buy what a company sells.


Web: Twitter: @ChrisBrogan

Read more from Chris Brogan


Bank of America, N.A. engages with Chris Brogan to provide informational materials for your discussion or review purposes only. The third parties within articles are used under license from Chris Brogan. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.


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