4 Ways to Deliver Unique Value to Each Client and Build Loyalty

This may sound strange, but I really like my dentist. My loyalty to his practice isn't because of the services he offers. In fact, it seems like there's a dentist on every corner, and most of them could probably do what he does. Nor is it because of his prices–I'm not even sure how his charges stack up against others.

Mostly, I go to him because he knows how I want to be treated. He doesn't just do the work and send his patients home. He continually strives to set himself apart with each patient–during and after the delivery of his services. And that keeps his patients coming back again and again.

The dentist's differentiation challenge is like that of any service provider. To build your business, you have to set your practice apart in a crowded market. But what you do to stand out during the sales process, including your expression of promised value, cost, and approach, is just the beginning.

Once you're working on a project, you need to find new ways to differentiate your business that are unique to that client. Your challenge shifts from differentiating yourself in the market to client-specific differentiation.