You’re a special snowflake. I’m a special snowflake. We’re all special snowflakes, which is great news! So it’s a cinch to make it clear how you’re different from your competitors, right? It’s obvious that you offer unique value, right?
YOU WOULD THINK SO, but this is hard! Even though you know you’re unique by your very nature, when it comes to differentiating your business it’s like hitting a wall.
One time I attended a Women Who Startup event featuring the founder of Fabulous Arizona. About receiving spa pitches she said, “so your spa offers cool sculpting. But what makes you different from all the other spas that offer cool sculpting?”
It’s the right question to ask. But I wondered, how many ways can you possibly differentiate one cool sculpting spa from another!? IT’S FUCKING COOL SCULPTING!
So how many ways can a business coach or consultant be different from others?
We could quibble about all the big and small ways, but that would take too long and be too boring. Honestly, “uniqueness from your competitors” is a mind game, because who’s counting?
There’s no governing body that determines who has the right to claim what title. If you say you’re the best or leading or quirkiest or whatever adjective at what you do, who will say you aren’t?
The truth is that you can claim a position – any position – you want. You can BE the most unique coach or consultant as soon as you call yourself that.
WITH ONE GIANT CAVEAT: you gotta have the receipts.
When I started my business, I was told to “be the expert!” Well, I couldn’t yet. I hadn’t done or learned enough. A few years in I started listening to myself answer client questions and give advice, and I realized oh shit, I sound like an expert!
Here’s a sub-caveat: there might be a disconnect, especially if you’re a woman, between the receipts you think you have and the ones you actually have. Or, the position you think you deserve and the title your colleague or business coach would give you.
My coach, Kim Chernecki, told me the story of her coach saying to her, “Kim, you’re Canada’s leading expert on helping consultants land corporate clients.” As soon as she heard it from someone else who was qualified, Kim realized it was true.
As I think about this for myself, I consider:
- Qualifications: years in business, certifications, previous experience, research, and more.
- Results: the consistent results I deliver to my clients.
- Interests: this one is tricky- everyone’s array of interests are unique, but sharing these can muddy the waters when you’re talking about your business. I love minimalism, outer space and going zero waste – does that have ANYTHING to do with my company? I also love reading stories. Now THAT might be a receipt.
- Stories: experiences that relate to what my clients are going through. I use these all the time on client calls, and once I get it together and start public speaking, I’ll use them even more!
- Clients: name-dropping can show receipts.
- Awards: I should apply for some of these….
- Opinions: I LOVE bold opinions. I’m working on embracing mine and gathering evidence to support them. Strong opinions are memorable and galvanizing.
- Failure: let us never forget that failure isn’t bad! I’m working on a list of my most embarrassing moments and business failures, so I can get comfortable talking about them.
Not only is this list great fodder to claim your position, it’s also bolsters your confidence and gives you a lot of work with for your marketing materials.
And if it feels awkward, phone a friend who will see you with new eyes.
