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Advices and insights

In an economic market characterized by omnipresent competition, companies face major challenges to ensure their survival and prosperity. SMEs can quickly find themselves in a market characterized by a large number of players and limited demand – in other words, a saturated market. Under these conditions, it becomes vital for companies to stand out from their competitors through an innovative and effective strategy. Here’s how to ensure growth and sustainability in a saturated market.

Studying and understanding the market

You need to carefully study and analyze your competitive environment if you aim to triumph over it. Such a study will enable you to discover, among other things, the adjustments to be made to existing strategies and the possibilities for improvement.

Good competitive research means making a direct comparison with the services or products offered by your rivals. In the process, you’ll need to examine your competitors’ strengths and weaknesses, distinguishing features and targets.

On the other hand, studying market trends gives you the opportunity to assess the social, economic and technological developments likely to affect your business.

Ultimately, based on this information, you can improve your customer experience, enhance your current product or service, find a new niche to exploit, anticipate and develop a unique value proposition, and so on.

Establishing a differentiating strategy

Why should a customer choose your product over the competition’s? Answering this question will lead you to identify a way to differentiate yourself from your competitors by offering a unique value proposition. To do this, you need to identify your competitive advantages and highlight your strengths. Perhaps you have exceptional customer service, or superior product quality, unique features or targeted positioning. It’s up to you to capitalize on what makes you unique.

The key elements of a unique value proposition vary according to the product or service offered. However, it’s important to note that creating a unique value proposition remains an ongoing process. As such, SMEs must continually refine it as the market develops.

In addition to your unique value proposition, you need to create an unforgettable user experience. To do this, make sure you create positive interactions with your customers at every point of contact. All your staff must be trained to deliver exceptional customer service. Your entire operational processes should also be geared to improving customer satisfaction.

Focus on quality and reliability

First and foremost, when it comes to your products and services, you need to ensure that they are capable of matching, at the very least, the quality available on the market. Strive for high quality products. It’s also in your interest to always keep your commitments to customers. Having the reputation of a reliable company is essential to building your customers’ trust.

Communicating effectively

You need an effective marketing strategy to get your message across to your target audience. Established companies often concentrate on the marketing channels that have made them successful. On the other hand, you may decide to use marketing channels neglected by your competitors. It’s true, you don’t have to be good at everything – you just have to be the best somewhere. But you can try to master the intersection of a specific problem, a specific marketing channel and a specific audience.

You can also develop a strong brand by creating a consistent brand image. This allows potential customers to better understand the company’s uniqueness. By creating a distinctive visual identity and using appropriate marketing messages, you can succeed in standing out in a congested market.

Reduce costs

It’s also vital to keep an eye on ROI analysis. This will enable you to identify ways of reducing your operating costs without compromising the quality of your services. In this way, you can keep your prices competitive while maintaining your profit margins.

With this measurement, you’ll also be able to identify what’s working and what’s not. You can then make any necessary adjustments.

Demonstrate flexibility and adaptability

Flexibility and adaptability are essential if you want to stand out from the crowd. Faced with fierce competition and constant change, SMEs need to be able to react quickly to new trends and customer needs.

Flexibility means exploring new opportunities, experimenting with innovative ideas and adjusting in real time. It also means listening to customers, identifying gaps in the current offering and responding to changing requirements. In this sense, innovation becomes an essential driving force for proposing unique products or services that will capture the attention of consumers.

Building an unassailable advantage

Warren Buffett, considered by many to be the greatest investor in history, offers this advice, which he applies himself. This sleuth seeks to invest in companies that have built a kind of unassailable advantage he calls the economic moat. This moat protects the business from invaders.

The economic moat can be any advantage that boosts the SME’s sales, lowers its costs or improves its products, but which competitors will find very difficult to replicate. In concrete terms, this could mean consumer confidence, a loyal customer list, employees with rare and valuable skills, an unrivalled database like Google, or a global logistics system like Amazon.

To successfully navigate the turbulent waters of competition, SMEs need to arm themselves with certain values, such as proactivity, flexibility and adaptation. They need to be able to study their market and master trends in order to establish a differentiating strategy. Furthermore, it is non-negotiable for SMEs to be able to offer customers quality products and services, as well as unfailing reliability.

Francois Oikpe - Senior Content Manager | Francois loves all things about marketing and entrepreneurship. You name it, he’s most likely read it. When he’s not reading or strategizing, you can find him working on is next content that will help leaders empower their workers.

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