Ep 367 - What if you don't feel any better than your competition?

Welcome And Helpful Resources

SPEAKER_00 0:04

Well, hello friends, it's Emily 357, and I'm so glad that you are here today because we're talking about what to do. When you're sitting there going, Am I really any better than my competition? Am I just selling the same stuff? Am I really that different? I think a lot of business owners kind of get stuck in this because they're like, what I sell is a commodity. Maybe you do, maybe you don't. Maybe you sell something totally different. But this is just such a good lesson and a way to think about your business and how consumers think. I think we get caught in our heads about what we think about our business versus what consumers are thinking. And that's what really matters. So we're going to talk all about that today. If you're new, welcome. I'm so glad that you found this podcast. I have no doubt it's going to help you along your business journey, whether you're in the idea stage, starting or growing, this is for you, no matter what kind of business you have now or you're thinking about starting, you could have a retail store, you could have an online store, you could have a service business. It doesn't matter. All these lessons are going to be applicable to you and whatever you're doing in business and help you think smarter about what you're doing. So you can actually make money doing what you love and build a successful business. Now, if you scroll right down, if you scroll down right now in the show notes, you can see the link to the she's just getting started.com website. I've consolidated all my freebies. So if you do love resources that you can print out and have for yourself, and also if you'd love to see the tools and apps that I recommend, I have a new updated sheet for that. And it's all down below. So you'll enter your email once and you can get access to all the free tools. So make sure you check that out below. And I have some new desk cards for those of you that like affirmation cards and inspiring things on your desk, like I do. I created 52 cards, so one a week that you can display on your desk and this cute little acrylic uh stand for you to display. And they have important messages on the front, just like this one that I talked about last week that says the world isn't waiting on a bigger version of you. It's waiting on this one. That is an example of a card that's so cute and important for your desk. And on the back, I have deeper thoughts and even a podcast episode that fits that same topic. So you can delve even deeper. So make sure you check off these cards. They are a great addition to your desk, perfect for you as a business owner, or if you're thinking about becoming a business owner and great for a friend or a family member who has started a business and you know they love these kinds of things on their desk. So make sure you check that all out below. Okay, that's it. On

Feeling Like A Commodity

SPEAKER_00 2:45

to the episode. Well, hello friends, how are you? How is everything going for business? You need to know the scoop. I love hearing how y'all are doing, how you're progressing, how you're taking steps. I think it's so amazing. I'm so inspired by all of your action. I think there's so many people that are out there right now that don't do anything when it comes to starting a business. They don't even begin, they don't even start researching. And you have, and I'm so excited and I'm glad you're here. We're talking about what to do when you feel like what you're selling is just similar to what your competition is selling, and you're like, how do I actually stand out? What do I need to do? And do I need to be so much more grand and so much bigger and so much better to make myself stand out? I think this becomes the trap. I think a lot of times we think we have to be exponentially better than our competition. And I want to challenge you on this thinking today because it hit me this last week while I was traveling, a couple instances that I had with some Uber drivers. And um, I just want you to think about how consumers think. Okay. And I think these stories will help you. And then after I share these stories, I'm gonna reveal to you what I think you can do right now to figure out how to stand out above your competition. And spoiler alert, it's not gonna be something that you have to do that's super exponentially better than them. And these are prime examples. So this past week, I went to California.

Two Uber Rides And A Lesson

SPEAKER_00 4:20

It was mine and my husband's 30th wedding anniversary, and he had a business trip. So I flew up on the last day of his business trip, and we ended up, um, he was in California and we ended up going to a hotel, and it was just this beautiful resort. It was called the Terranilla Resort. And it was absolutely beautiful by the beach and and gorgeous. And anyways, before I was flying up there, he had said, Oh, I, you know, I was in an Uber one day, and the guy said he he can take rides without you having to go through Uber. He can just show up and pick you up for the airport. So why don't you use him? And I was like, okay, perfect. And he was really reasonable for someone to come and take me to the airport. It was actually cheaper than me taking an Uber that day, which I was super stoked about. And so he showed up at the exact time that I had stated. He was super nice, his car was clean, it was nothing super fancy, but it was like a small SUV. And he drove safe and was very nice, didn't have some crazy music blaring or anything. And it was just a very pleasant experience. And I thought, why wouldn't I do this from now on? Because not only was he a little cheaper, which even if he'd been the same price or slightly more, I would still use him because I felt safe. His car was clean, he didn't drive erratic, and it was just a smoother process, right? And I thought, gosh, this is really nice. I could get used to this, right? Well, then when we were in California, my sister lives there too. And she said, Oh, I actually have a driver because we were going to go see her at her house in Corona Del Mar. And so she said, We have a driver that we use for the airport. He's super nice. And I thought, okay, I'll just use who she recommends so we don't just get some random person. And he, I think, was about the same price as a regular Uber. So we're like, okay. So he showed up and he was dressed all nice, a long sleeve, like button-down shirt, like looked like an official driver. He had this like nice, clean, perfectly clean Tesla. And he drove super smooth, super safe, got us to where we needed to go. We had like almost an hour drive. And so I thought, this is amazing. Like I felt safe with him. And in fact, when we were leaving, we we ended up going to Laguna Beach and staying there at Surf and Sand. And um, she was like, just use him for the airport too. And he was actually a little more expensive when we just needed to go to the airport, which wasn't super far away. But I thought, you know what? I'm gonna pay it because he's reliable. He shows up, everything's nice and clean, and he drives safe. And it was just such a great experience. And I was happily spending a little bit of extra money. And it was just kind of hitting me, like thinking about myself as a consumer and why I was making these choices, right? And it wasn't because there was some exponential difference between these drivers and the other Uber drivers that I have. I mean, I I will have to say I felt safer. They drove more safely. I didn't feel like it was just some erratic Uber driver. You know how you get some of those and you're like, oh my gosh, I'm glad I actually made it to where I was going. Have y'all ever been in those where you're like, oh my gosh, this is so scary. Anyways, it wasn't exponentially better, but it was definitely a little better. Why? Because what mattered to me was feeling safe, right? Wasn't the lowest price. That's not what mattered to me was the absolute rock bottom lowest price. It was feeling safe and just having a pleasant experience on the drive. And again, was it 10 times better than the other drive? No. But was it better? Yes, because it met the needs of what I value. And I thought, this is so amazing. I can call these people to come. I'm not spending that much more. If I'm spending more, the guy that I had here, again, he was a little less than the other ones. And it's a no-brainer, right? It's a no-brainer at that point. And I think as business owners, we have to stop this pressure that, like, if if we sell a commodity item, let's say you sell clothes that other people sell, or you sell art and there's

What Customers Actually Value

SPEAKER_00 8:55

art everywhere, or you offer a service, like my son offering fence staining or whatever, right? He he has a commodity item. But there is some reason that people keep using him. And you have to ask yourself, what is that? Why do people keep coming back to me? And if you don't know the answer to that, if you honestly have no idea why customers keep using you, which I have a feeling you do, if you get reviews, if they make any comments, if they've referred a friend. Like I always tell businesses when a friend refers me, I'm like, oh, she said you were amazing. She said you were reliable, she said your stuff was beautiful. I always throw in a comment of why my friend recommended, because I know as a business owner, they so value that information. And you should, as a business owner, value why people are coming back to you, okay? Because that tells you your difference. And I guarantee I guess I can't totally guarantee, but I'm willing to bet that it's just something that you do a little bit better. Something that you do a little bit better to create a better experience. Maybe you follow up on email and other people never follow up. Y'all would be surprised. There's all kinds of things where I have called somebody, contacted somebody about something, a service, and even a friend recommended, and then they never got back to me, or they did like way later. And by that time, I'd already found someone else. Right. So having someone who responds to you, it can be that much of a difference. Just that little thing, or that you were super polite, you had good manners, you cleaned up after yourself, right? If you offer some kind of service, um, it could be anything. It could be the price. It could be that your price is a little bit lower, more reasonable, because you're not going through like an Uber company, you're doing it on your own. And that's enough. That's enough. That can be enough that you are prompt, that you clean up, that you smile, that you have good manners, that you carry on great conversations. I know I've mentioned this before, but my son ends up getting in these deep conversations with these homeowners. And I cannot tell you how many meals, I'm saying meals that people have served him and invited him in to sit with him at their table and eat or eat out at the patio. And I'm like, they cooked you burgers and you sat down and ate. And it's like insane to me, but that's the value in what you do and why people coming back will come back to you, even if you sell a commodity item. It just needs to have some type of differentiator. Some type. Like, what is it? Like Costco. They sell commodity items. Now, granted, they do sell in bundle packs. So I have to be willing to know that I'm paying a lower price per item, but I'm buying more of something. So I'm probably actually paying more at Costco than I would buy here, like at Walmart or Target, only because I'm buying more at Costco. But do you know why I always go there? Because it's fun. For whatever reason, it is a blast when I go to Costco. I love it, but also the return policy, right? And so the return policy is fabulous. I always feel like I can return something if it doesn't work, if it's broken, if it's, you know, bad in some way. Like I just feel good. Like it's not a hassle. And so there's just little reasons why I choose some places over other places, or using some people over other people. Like if you have a babysitter or anything like that, there may be one that you choose because she's right next door versus she has to drive to get to you. And for you, that's important because you're like, she just lives right here. I can call her on a dime. And and it's, you know, you may be willing to pay more for that, or the same price, you're going to keep calling that

Why Competing On Price Fails

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person because they're right here. And another point I would like to make is about pricing, because I think a lot of times, whatever we sell, we think if we lower the price, that is our competitive advantage. And that is not always the case. Y'all, it is not. It just really isn't. Because, like I said, an Uber driver can be a lot lower price if I just do the regular Uber, whatever it is, standard or X or whatever it is. And I value something more than just the price. And remember, if you get in a race for the lowest price, you will be not profiting like you should. And you will have to rely on a ton of revenue. It's like Walmart, right? It's a race to the bottom. Who has the lowest price? Like, you don't want to be a race to the bottom. Just because you lower price doesn't make people buy it. I shop at Anthropology. I love their sales, but I will always go in that back room and look at sales and they will be such great deals on brand name clothing for $29 or $39. I'm like, oh my gosh. But I'm not buying it for the price. I either need it or I don't. And if I don't need it, that is not gonna make me buy it, right? Um, I think we all are conscious shoppers now and we do compare on price. But I think when it comes down to it, with you offering something that you love, something that means something to you, I know all of you sell something that is so valuable to others, that thinking that price is the only factor is going to put you in a trap and it's going to lead you down a wrong path. I think, yes, be reasonable. Yes, when you start out, do your price low so you can get some reviews and some customers and prove that what you're offering is working. But just because you lower the price doesn't make people buy. There's something else that is special about you, what you offer, how you offer it, if you're prompt, if you have good manners, if you're on time, all these things that I've been mentioning in this episode. Those are the reasons that people will keep buying. And they are looking to support small business owners like you and I. So be there leveraging your best skills because that is what is going to push your business over the edge and make people want to keep buying from you when maybe someone else is even a lower price and they're gonna be willing to pay it for you because of what you offer. Okay, your friendly service or whatever it is. So today, what I want to leave you with is just really to think about what is that thing that you can offer that's authentically you, whether it's your style, whether it's like use, like I said, your manners or your promptness or the way you dress or your smooth driving or whatever it is,

Find Your Authentic Differentiator

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right? What is it that you can leverage? And please don't go to price first. Maybe only if you're just starting out, you want your price maybe to be lower so that you can enter the market and get some customers. But I would like you to try to avoid having to lower your costs because you're gonna get stuck sometimes. And then it's hard when you have to raise your prices, right? It's hard, but you can do it, but it's hard. Um, and you will need to over time. I'm just saying, leverage what is authentically you. What is it that you can offer them? Right? Just like when you were dating, you're like, no, I'm not or this was me. I'm not the prettiest girl in the world. I'm not a supermodel, all these things, but I can be someone who has faith in God and be a loyal and honest person with you and blah, blah, blah, blah, blah. Right. I brought what I could bring to the table. I wasn't trying to compete with other people that wasn't authentically me. And like my husband always says, too, like, if you're running a race, he's always like, I don't have to be 10 minutes faster than the other person. I only have to be like a half a second faster. And so you have to remember that. In this, if you call it race, I don't even want to call it a race, but in this race of business, right? Where you are trying to get more business and get clients and keep clients, you don't have to be exponentially better. You don't have to come up with some grand innovation. You just need to leverage what makes you special and what feels authentically you. So ponder that today. What is different about you that might be different about your competition? And leverage that in all your marketing and all you're doing because that is what's going to keep people coming back. Okay. I hope that makes sense. Y'all are amazing and awesome. Make sure you check out everything down below again. She's just getting started.com is where I have the podcast sitting now. I've got the boutique with those beautiful display cards, some cute I'm just getting started, coffee mugs and all sorts of things, and then all the free resources for your business. So check that out below. Okay, until next time. Bye now. Now, this episode may be over, but our relationship does not have to end here. Head on over to Kimberlybrock.com, and yes, you can get more valuable information for your journey. And you know what? You don't need to go through this alone. I would love to help. Thank you so much and have a great day. Bye.