It doesn’t matter whether you are a start up business, a multi-national or a 100 year old family business we all face the same challenge – and that’s how to stand out from the crowd. How to be memorable and get ourselves onto the wish list for our potential buyers.

This article, originally distributed in Practical Marketing in August 2008, includes a list of 5 simple and low cost ways you can use to set yourself or your business apart. Resulting of course in more interest, more orders, more sales and more clients.

1. Become an invaluable source of information & advice
Cut out and keep articles and save website links that might be of interest to your clients, prospects and referrers of work to you. Then send this useful information out, with a hand written post-it note, compliment slip or business card, or in the case of web links send with a personalised email.

Why would you do this?

By doing so you show you are thinking about the client, you are positioning yourself as their expert and further cement the relationship making it more likely the client will refer business to you in the future.

So an accountant for example might send one of their clients who had been talking about the merits of buying vs renting new office premises a report from a local firm of surveyors of the pros and cons, or better still details of premises they spotted which fit the bill. You can just hear the conversation in the pub – “Oh, my accountant is really proactive. He spotted this great office building before we even knew it was on the market. You really ought to get him as your adviser.”

2. Use your business card to sell
Business cards - a simple tool that every business has but are you making the most of the opportunity they present?

Of course your card will include your name, address, telephone, email details and website address – and where appropriate any relevant qualification. But what’s on the back of your card - that much underused space?

This is a great opportunity to include some key messages about your business, what specifically you can offer or encourage people to visit your website maybe with the promise of a free download.

For example the rear of my new business card has the following:

Talk to Second Opinion Marketing about:
• communicating business messages
• improving business and marketing performance
• launching new products and services
• keeping in touch with customers

The other thing about business cards is to use them! Always, always carry a stock of business cards with you. Give them out at networking events, use them instead of a compliments slip when you send information to a prospective client, offer them to people who have referred clients to you in the past and give some to existing clients so that they can pass on to their contact. Business cards are of no use to you in the little plastic box they are delivered in.

3. Say thanks
A simple, personalised thank you card or brief hand written letter of thanks to a customer for a big order or a referrer of work for a recommendation has a great impact on the recipient. In today’s world of email we rarely receive hand written notes and nower days even birthday and Christmas cards are going ‘e’.

A simple thank you will make you stand out from all the other suppliers your client has and most likely also make the referrer of work think of you first next time they have an opportunity to make a recommendation.

4. Change your email signature
Well first things first – do you have an email signature and is it used to promote and position your business?

Every time someone from your company sends an email (whether that’s an original mail or a reply) you have an opportunity to promote your company, its products and services.

Your email signature is a great place to mention a new product you have just launched, creating a link back to your website for the details. It’s a great place to remind about any special offers you have in place or simply to encourage people to read a news item or article on your website.

5. Give a guarantee
I know, I know – you’ll be saying, we can’t possibly give a guarantee.

But wait - think about it. What’s the risk? You have a good product don’t you? You will be able to set some parameters around the guarantee.

If you make high quality furniture you could offer a lifetime guarantee on your products. If you are a lawyer you could offer guaranteed or fixed fees.

Of course there is a risk that 1 in 100 customers will ask for a replacement chair when it’s clear their kids have been using it as a piece of gymnastic equipment or that you’ll get a client who calls you ever day to discuss the contract you are drafting for a fixed fee of £200. But most people won’t abuse the guarantee – and it’s a really powerful selling point. You can include mention of it on your website, remind people in your sales proposals and even write articles about why you do it.

Do you stand out?
Does your business make the impact you want? Could you do more or would you like to be remembered more easily or more frequently by clients and contacts?

Why not try some or all of these 5 simple ideas to help you win more business.

Good luck.