While trying to grow a successful company, there are many things that you can focus on. However, to get the greatest amount of success, you should focus on what matters most. It doesn't matter if you own a restaurant, or are providing a service, like a dentist or accountant, you must focus on what makes you different.
Let's face it, we have lots of choices of where to spend our money these days, and so do consumers. The businesses that thrive all have one thing in common- something that makes them stand apart. Amazon offers convenience which allows them to stand apart from other online retailers. Zappos is known for their culture and amazing service. Dominoes is known for delivering dinner to a hungry family in 30 minutes or less. What makes your business unique?
The secret is to find out what matters most to your customers, and give it to them. In my dental business I realized that people want to be seen on time. So we put in systems and a guarantee to make that happen. We also knew that most people are fearful when going to the dentist, so in addition to amenities such as gourmet tea and freshly baked plantain tarts, we offer headphones to take away the sound and complimentary arm and hand massages. We focused on being different.
Once you focus on being different, customers will notice and will be drawn to you because you are solving not only their needs but their wants. The basic service that I provide is a dental service. However, all dentists do cleanings and fillings. It is the extra touches that have allowed my business to consistently receive 10 times the industry standard of new patients with a very tiny marketing budget. Our marketing is our uniqueness and our culture.