Are you doing your work the same lousy way the other companies are doing it? Or do you stand out? If you stand out, do you know how to communicate how you stand out? If you are going to sell your company to others, you need to be able to mention many convincing attributes that your company has that other companies can’t realistically claim.
Through my career, I have learned that very few people know how to express what is good about their service. Many people draw a blank, or start mentioning long lists of adjectives with commas between them. I am responsible, reliable, and honest. Nobody wants to hear this. Most companies in India don’t want to talk about what sets them apart, they just want you to read their brochure or the FAQ page on their website. I am not interested in that. I want to hear it from you, and hear how you communicate. I judge people on how they communicate which is a problem, because most people can’t communicate up to even my minimum standards!
Let’s say that you are in Web Design for example. Someone asks you what makes your company stand out? You can mention that you do regular web design, but you like to hire people who are more experienced than other companies do. You like to specialize more in Flash design and less in multimedia. You prefer PHP, but do .net for existing clients only. Show them some of your best work. If your company has an internal checking system to check the work of your employees, mention that. If you have a specialized customer service department that is open twenty-four hours a day, that is a great perk.
It pays to brainstorm for a few hours and think about what makes your company better. But, telling them and showing them are two separate things. If you have a flawless web site where pages load really fast, and the art work is beautiful, that will leave much more of an impression than your self-aggrandizing commentary! If you speak well over the phone, and communicate clearly and in a helpful way, that speaks volumes about the type of service people might expect to get from your company. Of course in real life, it is not how well the salesman talks, but how well the web designers design and handle communication that really counts.
So, think about it. What makes you better?
Drawing a blank?
Start making a list of things that make you better
If your list is blank, then maybe it is time to try to think of ways to BECOME better — then, you can make your list!