One of the most common complaints I hear these days from small businesses struggling to grow is that they can’t get anymore customers because they’re up against others that are willing to sell the exact same service at a cheaper price. 

For example, what one hard working lawn care operator charges for a typical cut, edging, and blow, a potential customer might be able to get the exact same service for almost half the price from the kid down the street that’s simply trying to earn a few extra bucks.

So what can a serious-about-growth business owner do to overcome this challenge without resorting to low-ball pricing tactics?

Well, the first thing that needs to happen is they need to understand that if the only differentiating factor is the price, then prospects will ALWAYS go with the cheaper service.  Again referring to the previous example, because there’s nothing that separates the two options the prospect has to choose from, they will almost always select the cheaper option.

Do you really expect to spend more for the exact same service?

So, the key to overcoming this pricing challenge and eliminating the discussion of price is to differentiate your products and services in the eyes of your potential customers.

Now, there are countless ways you can differentiate your business from your competition, but here are 7 specific ways you can very quickly set yourself apart from your competition and eliminate the need to compete on price:

1. Add more value to your products or services.

Adding additional services such as free mulch or pine straw in flower beds, free shrub trimmings, or free lawn stripping is a great way to differentiate you from your competition.  While these services do add to your overhead, the cost should be minimal and the amount of new business you gain because of them should more than outweigh the additional expenses you incur.

2. Exceptional customer service

In today’s marketplace, customer service is severely lacking.  So by going above and beyond by providing post service summaries, or by walking your customers property once a month, or by returning customer phone calls within 1 hour will go a long way towards differentiating you from your competition.

3. Become a specialist

People like to work with THE BEST.  They like to know they have the most qualified person on the job, so by focusing on one area and becoming a specialist in that specific area, the process of selling your service becomes infinitely easier.

As an example, if a prospect is interested in having an irrigation system installed, your chances of landing the job are must better if your specialty is irrigation, instead of being a lawn care guy that also provides irrigation install services.

4. Provide one-stop solution

Now, while this goes against #3 above, it can also be a great differentiating feature if you can take care of ALL your prospects needs.  That way, they don’t have to worry about going through the hassle of finding another service professional because they can get all their problems handled by you.

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