Now more now than ever, it is important to find your edge. That is probably easier said than done but as more and more businesses are having to rely on virtual appointments, standing out and delivering quality service can be difficult. Even if you can see clients in person, the same principle applies - how do you stand out and find your edge in a crowded marketplace? Also, once you find your edge, how do keep up with the work you start to attract?

We called in a really great landscaper who our neighbors rave about. He does great work. His edge includes some really detailed drawings and pictures so you know what to expect from the minute you get your quote. The problem? Words got out and he is so backed up with leads, he can’t keep up with the drawings. It’s been months and a phone call could have saved the project, but instead, we were left feeling unimportant and chose to go with someone different. The new guy was a little more green (no pun intended) but you could tell he was passionate, knew his product line intimately, and was willing to spend time with us and get us a quote quickly.

Your “edge” doesn’t have to be elaborate. It can be, but more importantly, it should be scalable.

• We have a friend and colleague who decided to leverage software to wow his clients, investing in a custom app to enhance their experience with him. This was an investment that has paid off each time he sits with a client.

• We have another partner who just invested in a great video showcasing their dedication and passion for their current project. Undoubtedly, the thought that went into this video will attract other ideal clients of the same caliber.

• Our birth photographer gifted us with a personal photo album, making that special day even more special.

I can go on and on. Each of the above examples did something to make the client experience special.

Here are some tips that might help you think about what you can do:

1. Find something you can do quickly and with quality that is personal and unique to what you can deliver.
2. Explore what options you have that add value to your client experience that your competitors may not be doing.
3. Don’t be afraid to invest in something - it will pay off in the long run.
4. Get feedback from your clients to see if what you’re doing is working for them. You’ll also know because if you’re doing it right, your phone will be ringing off the hook.

The bottom line is to embrace your clients with the same hunger and passion you had when you started your business. Find your edge and you find a marketing strategy that doesn’t have to break the bank.