Have you ever heard the saying, “What makes you different makes you beautiful”? Well, that goes for your business, too! Now, more than ever, business owners face fierce competition from other like-businesses. Your prospective customers are analyzing their spending, reading reviews regularly and looking for the best deals. Gaining new customers and selling to return guests can become a challenge, if you don’t grow with the times and separate yourself from the crowds.
We could spend time worrying about the competition and their desire to take your piece of the pie; or we could focus on strategically differentiating our business by creating a Unique Value Proposition also known as your UVP. Your UVP should be a concise statement that explains the benefits you offer, how you solve customers’ problems with your services, and what differentiates you from similar businesses.
It’s time to do some work. Where do you fit in? Is your salon a niche business that focuses on servicing very specific needs? Would you say that you offer a bit of everything, but you offer the lowest prices in town; or are you known for your brand, customer service, exceptionally clean and up-to-date facility? Decide, and then get serious about any changes that need to be made. This is going to be your UVP and it’s the way you’ll entice people to visit your business instead of your competitor’s.
Do your homework!
In creating your UVP, it can be helpful to investigate your competition and take note of your differences. What do you have that they don’t? Once you know this, you can determine what sets you apart. Maybe it’s that you have the most airbrush specialists in the area or you’re the only salon that only offers “smart” tanning beds. If you’re having a hard time coming up with something unique right away, try analyzing the following factors.
How much are you charging?
Choosing your pricing structure is both important and tough. You don’t want to give your services and products away, but at the same time, you want to stay competitive and not price yourself out of profit. Well-thought-out packages and consistent messaging in your promotions will create value that customers appreciate.
What do you offer?
Most of your competitors have bread-and-butter services, like UV tanning; let this inspire and encourage you to make changes that make sense to your menu. After all, you are in the business of beauty and you can remain a successful tanning salon while offering self-service spa treatments, fitness and wellness options all while staying true to the core of your business. Introducing something new and diversifying your facility can make a huge difference in the number of clients you see each day. More service options equals more clients, new clients and something exciting for you to talk about.
Don’t have a UVP? Create one and use it during all customer touch-points! Even if you can’t see it now, there will always be something that makes your business unique. Maybe what sets you apart is your customer service and staff. Your guests may be the ones to let you know what your UVP should be, so listen to their feedback and keep in mind – you can always change it. Just make sure that any claims or guarantees made can be accomplished.
Just remember what good old Dr. Seuss said, “Why FIT in when you were born to stand out?” Now get out there and show them what you’re made of!
Even if you can’t see it now, there will always be something that makes your business unique.
