Making your business the ‘best’ choice for buyers | Small Business #Marketing Tips

Imagine you're looking for a heart surgeon to handle your quadruple bypass operation. Now, given the choice, you wouldn't want to settle for the second best in town, would you? You'd want the person who, as far as you know, is the best. Or suppose you're looking to hire a new employee. As you look through each candidate's CV, are you looking to hire the most average, or are you looking to take on the best? As customers, we're all naturally drawn to seeking out the best. The best qualified, the best fit, the best quality, the best features. But the best no longer is a single choice. There's no longer a car rental company without equal, or a brand of television without peer, or a single malt whisky that stands head and shoulders af— above the rest. As buyers, we look for what we consider to be the best. Today, for a customer to consider buying from us, they need to be convinced we're the best choice for them at this particular point in time. Based upon their list of consideration factors. Depending on what they see from us and what they hear about us, they're looking for reassurance that our business value proposition is right for their needs. The great thing about the best is that today it's subjective. More importantly, it's something the customer defines. Our business doesn't have to be the best in the world, just the best in their world.