Hardware Reference
In-Depth Information
marketing punch I needed. You will want to come up with your own “difference maker” as
well.
You're thinking about starting a business and you have an idea that will fill a void in the
current marketplace. There is a need in the marketplace for computer repair—this is a giv-
en. When I started Mission Repair, I looked at the existing repair market on the Internet
and saw extremely limited options for customers. Unless you didn't mind paying exorbit-
antly high prices and waiting two weeks or more for your computer repairs to be done, you
were just out of luck. Yikes! And moreover bad reviews and testimonials could have filled
volumes on each business. I wanted to do something very different because I cared and be-
cause I saw the opportunity to build a meaningful business.
That was our market entry: to provide necessary services (filling a need) at realworld prices
in an honest, fair, and prompt manner. We thought outside the “repair box” and pioneered
the twenty-four-hour repair with overnight shipping to and from the customer's location.
No one else was doing this properly, and we seized the market void.
But then came the competition—if your idea catches on, you can bet that others will follow.
This is when differentiation between your brand and everyone else's becomes incredibly
important. It's almost never enough that you were first. You have to be the best, and it is a
constant race. I'm proud to say that Mission Repair continues to win this race, but it isn't
easy. And remember, it's a marathon, not a sprint. On the following page are the top three
tips for how to distinguish yourself from the everfluctuating pool of competitors.
Be Memorable
I was once visited by a salesman who was trying to sell packaging to me. You know, ship-
ping materials, tape, boxes, and other common warehouse items. It's tough to make a dif-
ference in the packaging market, and it's hard to stand out. If you're like me, the door-to-
door salesman who “cold calls” his customers can get tiring and even annoying. I felt that
if I wanted packaging, I'd call him when I was ready.
Well, this guy was pleasant, had decent prices, and never pushed too hard. But he also left
doughnuts. He would come around about once a month, leaving me a new price list, with
some fresh doughnuts.
After several trips in to see me and without an order placed by me, he left doughnuts again.
several months went by and he never faltered. I was finally in a place to start business with
this guy, and he was right there for me. He wasn't the cheapest vendor in the market, but
Search WWH ::
Custom Search