Author: Shankar Meembat, The Alternative Board (Milton Keynes)
Following my recent article on the importance of differentiation in business, people came up to me with a number of questions asking about the challenges around how you can differentiate yourself and how this would grow your business. So today I’m going to be answering this question:
How do you grow your business and how can differentiation help you grow your business?
We are going to be growing small businesses which do not have a lot of resources to invest into product innovations or into marketing differentiation, and don’t have a lot of resources to fund heavy salesforce to do that differentiation. This got me thinking about something that I had come across before, and that is how to use TNT’s to help you explode your business growth.
I’m not talking about the stuff that goes ‘Bang’, but rather TNT’s as in Tiny Noticeable Things. One way of differentiating yourself is to use these TNTs or Tiny Noticeable Things.
What are Tiny Noticeable Things in Business?
Let me give you an example. You may have come across this yourself. In some of the hotels when you come back in from a day out – wanting to get some rest – you come into your room to a bed that’s very well made up, bed covers folded, pillows fluffed up and so on. But then you find a small note out there – a personal note – from the housekeeper with their names and a piece of chocolate, wishing you a good night’s sleep. That’s small, that doesn’t cost a lot, but it makes a difference.
Another example I came across was in commercial cleaning. There’s a case where the cleaners who come in after office hours would spot when an employee has just had a good event in their life. Whether they just had a baby, and there are congratulatory messages on their table and so on. And the cleaners, before they leave, would write their own personal note in there.
Can you imagine what difference it would make? That didn’t take a lot of effort, it didn’t take a lot of cost, but it left a very good impression.
So these Tiny Noticeable Things, the TNT’s, are a good way of differentiating yourself.
It’s those little Tiny Noticeable Things, it might be your client whose daughter is going up on stage for the very first time and has told you about it. It doesn’t take a lot of effort to drop a note asking how it went.
Differentiation doesn’t always have to be a product innovation or a service innovation. It doesn’t need to be extensive sales or marketing effort. You could grow your business by doing these tiny, noticeable things or TNT’s. These are simple things which show that:
- You care.
- They leave a memory behind for people to get engaged with you.
So I wish you good luck in growing your own business, and let me know what TNTs, you either do today or are going to implement in the future?
The Alternative Board, Milton Keynes.