Create differential advantage

Avoid looking like your competitors; by differentiating yourself you will appeal to other potential customers.

 A few ideas:

  • If you are building, redecorating, ask a consultant to help you do a market study to evaluate an untapped niche; for instance, the teen market may not get served in your community, or as I recently identified when advising a spa, the area had some of the most beautiful spas focusing on luxury and relaxing – my client chose to capture the untapped niche: therapeutic skin care that transforms the skin. She picked a high-end skin care line no other competitor spa carries, and focuses her business on aging and acne.
  • Carry a skin care line different from competitors and offer different services or add-ons. There is no need to spend 60000$ on a new machine, but a small investment in learning a new add-on service may pay off and get client’s attention. Example: eye treatment to reduce dark circles, puffiness and fatigue with a facial or a body wrap.
  • Offer such services, and don’t forget to offer one or two home care products to go along

 Catherine Atzen, MBA
Cidesco Diplomat
Business Consultant
Direct: 408 353 2605 PST
Cell: 408 892 4570
Fax: 408 353 8517
PO Box 1849
Los Gatos, CA 95031


One Response

  1. Thanks – great ideas! We have found that keeping our prices low, offering special and discounts and not skimping on professional, specific services has kept us afloat in this economy. A niche and specialities are definitely a key.

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