Every time someone buys from you they ask themselves, "Was it worth it?... Did I get my money's worth?... Was it worth my time?... Would I do it again?... How do I feel about this transaction?" Even if they don't ask those questions out loud, you can be certain they're asking the questions subconsciously. Hopefully, when your customers or clients are finished buying from you, they walk away feeling satisfied, appreciated, and eager to

return again. How can you be sure you'll get that kind of response? By being different. By differentiating your business, or differentiating the buying experience, you can develop a relationship with your customers that will keep them coming back time and time again. Now many of you are saying, "Well, yes, but you don't have MY job." Or, "You don't sell what WE sell." Or, "You don't know OUR customers."

That's true, but for every situation, for every product or service, there are businesses that have differentiated themselves. Look around; they might be your competitors!

Some years ago, when I owned a marketing agency, one of my clients was Hightech Signs, a franchise company that has since been absorbed by a bigger organization. The president of Hightech was a very creative client. He was always looking for the differentiating moments in his business, and his life. In spite of the fact that he made signs--not all that sexy of a product--he made his business, and himself, memorable.

For example, when a valued customer bought a sign from him, he helped that customer remember the experience. Let's say the customer's name was Jack Brown. My client would make a sign that said, Jack Brown Says: Just Do It!... Or he'd include some other motivational message.

That was my client's way of creating a differentiating moment. It was something a little extra. Something that would remind the customer, the next time he needed a sign, that he enjoyed his experience at Hightech. You don't have to give away something to differentiate your business.

In Dallas, Carl Sewell owns a Cadillac dealership... He is the number one Cadillac dealership in the USA. But Carl wasn't successful until he figured out how to differentiate his business. One day Carl decided to survey his customers to find out what they didn't like about his dealership. Customers told him, and he decided to make some changes. Carl wanted to become known for his customer service and today he is.

In fact, when Harvard University produced a video on customer service, they included Carl. So here's another question. What is it about your business that would make your customers say: "Wow, I want more of that!" If you don't know, they don't know, either.

Spend some time figuring it out! The sooner you create differentiating moments, the sooner you'll create special, long-lasting relationships with customers and clients. And what's in that for you? Only a more satisfying and profitable business. Only a more satisfying and profitable life.

By John P. Hayes, Ph.D.