Noise is something that all small business owners must contend with. It’s never been easier to connect with potential customers, but the noise from competitors, social media and other distractions can be deafening. Customers are now attuned to just switch off. Even if a client or prospective customer does hear what you have to say, what sets you apart from all of the other people working in your industry or niche?

Making yourself heard above the din is one thing, but having a unique proposition is quite another. How can we begin to differentiate ourselves from the pack and help our small businesses thrive? Our guest for this episode of your favourite small business podcast is Matthew Pollard. Matthew has conquered this tricky problem himself, five times over, and now he has made it his mission to help small business owners rise above the noise by finding and utilizing their differences and unique features.

He will be speaking about the importance of differentiation, how we can start going about it and some of the possible hurdles that we may face along the way. As well offering his expertise, he is also going to offer some exclusive content just for listeners of Excellence Expected. This is a fascinating episode that offers some excellent, practical knowledge that can be applied to any business, so make sure you don’t miss out!

Issue Challenged in this Small Business Podcast:

How can we differentiate ourselves and stand out from the crowd?

About Matthew:

Matthew Pollard has built a reputation as the ‘rapid growth guy’. He has helped countless business worldwide achieve rapid growth by applying effective principles to their marketing strategies and ensuring that their underlying foundations are ready to handle an upsurge in growth.

He’s also behind five multi-million dollar success stories in industries as diverse as construction, education and telecommunications. Not only that, but he’s now also an in-demand speaker, writer, business coach and podcast host. Matthew’s here on the number one small business podcast to share his expertise and detailed roadmap that can be applied to any business.

Actionable Tips:

Matthew’s Five Step Sequence

* Step 1 – You need to work out who you customers are. Starting by writing down two lists. The first should be a list of the customers that you make the most money from. The second should be a list of the clients to whom you give the most value.

* Step 2 – With both lists written, start looking at the names and you’ll soon find there are similarities and patterns will begin to emerge. Group these similarities into groups and give these new groups their own names. These are market segments.

* Step 3 – Circle in red all the segments that you make the most money from. Circle in blue all the customers you give the most value to. What you’ll find is that there are a few segments that have been circled in both blue and red. You’ve now just found your target niche.

* Step 4 – Look more closely at the market segments that have been circled in both blue and red. Write down the specific things that you do for this target group. How do you help them, above and beyond offering products or services? How do you give them added value? Why is it that they stick with you?

* Step 5 – Write down what the higher purpose or true benefit is from the perspective of the customer. How can you summarise this in one short, succinct sentence that encapsulates everything that you provide for the customer? That sentence will become a popular tool to attracting new business and maintaining existing relationships.

Top Quotes:

* “I help businesses build the solid foundations underneath the marketing.