As the retail bail bond business gets more competitive, our team is often asked by our bail agents, “How can I differentiate myself from my competitors?” While the answer to this question is not a single thing, there are a number of strategies that retail bail bond agents can execute to better position themselves against the competition. I have provided a few of the basics below.
· Define yourself – Who are you and what do you want to be? I know this may sound like a weird question, but it is an extremely important one to ask yourself and your employees. If you want to tell customers why you are different, you need to have something meaningful to tell them. Start by thinking about what makes your company unique. What do you do better than everyone else? Is it service, reliability, trust, etc.? Find that one or two things and stake your claim to it.
· Talk with customers – What do your customers want and need? How well do you know your customers? What are they looking for (products/services)? I have heard the following statement from several marketing consultants over the past few years, “You can want to be the best ‘blue’ company in the world, but if everyone wants a ‘red’ company, it doesn’t matter how good of a blue company you are.” I think this statement does a good job in emphasizing the need to be meaningful and relevant to your customers. Give them what they want not what you think they want.
· Communicate, Communicate, Communicate – Once you know yourself…