Nowadays people look for practical things, as they say in English "A One Stop Shop" a single place where you can look for everything. The differentiation of your company is a marketing strategy based on creating a perception of your products and product services by the consumer that clearly differentiates it from those of the competition.
by Adhir Uzcátegui*
We for a long time have been dedicated to the international distribution of all kinds of electronic security products with great success, little by little and after reading and listening to the book "Poor Father Rich Dad" we entered different business units that have complemented what we already had and it has turned out to be the best decision.
Now as a group we offer Guard Service, Electronic Security (Facilities and Integration), Telecommunication, and what has been a total success is the GPS system, which has generated us to sell all the other items together and create dealers throughout Latin America and the Caribbean.
There are three basic reasons to differentiate your company:
1. Stimulate the preference for the product and service in the customer's mind.
2. Distinguish the product and service from the similar ones marketed by the competition.
3. Serve or better cover the market adapting to the needs of different segments.
Today like us we offer the platform to all security companies to resell the service generating three business units for your company such as the sale of devices, installation and recurring entry by monthly monitoring and best of all, without any investment from your company, there are many factories and developers offering similar services that will make a radical change in the new era of security.
The successes of the past no longer guarantee the future and one as an entrepreneur must constantly renew oneself and better be a pioneer than a follower.
Main differentiating factors of your company:
* Physical characteristics, performance.
* Accessories that are supplied with it.
* Technical performance.
* Aesthetics, design of the product or service.
* Design, aesthetics of the container or packaging.
* Brand.
* Advertising.
* Pricing structure. Discount policy, offers.
* Availability of spare parts and after-sales service.
* Warranty.
* Range available.
* Availability of supplies.
* Safety in use.
* Ease of handling, ergonomics.
* Connection/compatibility with other products or systems.
* Sales method.
* Distribution channel.
* Prompt availability.
* Inclusion of all services provided in the product.
This type of support is good for small companies that offer Security, since they have a number of important problems to compete with large companies in each country, sectors in which you only compete on price in the product or service you sell. In this sense, small companies, with little field of action have serious difficulties to create a loyal base of customers, which in the end, are the ones that will supply the sales of each establishment.
Looking around us, we can see many security companies that provide a differential, added value, degree of specialization and impressive loyalty, apart from the fact that every day these companies are also offering other types of services. Other industries such as computing and telecommunications are also invading our yard.
Apart from offering more services, let's also talk about the way we offer it, for example my mechanical workshop that makes you forget about the car.
* My head mechanical workshop is a workshop like many others we have in each town or city, but Ortega, its manager, has gone a step further and offers the following services that give great added value to your workshop.
* You do not have to go to take the car, they pick it up, leave a replacement cart at the door and return it to you once fixed. And this service does not make an ordinary overhaul, an oil change or any arrangement that needs to be made more expensive.
* My mechanic will probably charge the hour a little more expensive, but I forget about the car and its problems, traffic and waits. My time is worth money and my workshop speeds up mechanical revisions and repairs. And if that were not enough, if the car is dirty and the bill is more than 150 dollars, the car returns clean. This workshop has an impressive waiting list and is the best performing in the whole city.
If you want to receive the audio book of "Rich Dad Poor Dad", be part of our continuous seminars, or if you want to know more about our services without investment, just write to me, I will gladly answer you.
Happy Sales
* If you wish you can write to the author of this article at email: [email protected]
