Since the tragedy of 911 our nation has been challenged more than any other time in history.  The road to recovery will be a difficult one, particularly for entrepreneurs and people in sales.  But not as much for those who are clothed in Christ.

Hebrews 12:1 says, "Let us run the race that is before us."  A Christian's race is never a jog but rather a demanding and grueling, sometimes agonizing race.  It will take a massive effort to finish strong during these challenging times.

But just as Jesus' best work was His final work, His strongest step His last step, we must resolve to move forward by being, as the Pastor of my church (Faithful Central Bible Church in Inglewood, CA - they bought the Forum where the L.A. Lakers used to play), Bishop Kenneth C. Ulmer, puts it,  "spiritually fit to win the race."

As a Christian marketer, this will require three steps on your part.

Step one, dare to be better.  Paul said in Titus 2:14 that God is calling us to become "His own special people."  To break out in this "age of sameness," you must set your service or yourself apart from the competition.  The difference between having and not having something unique to offer that your target client wants, but that no other competitor supplies, can determine how swiftly you will run the race.

Step two, brand your uniqueness.  Advertising or promoting your business isn't enough in tough times.  To truly set your business apart from the competition in the minds of potential clients requires creating an unforgettable identity in the marketplace - a brand that folks want to buy.

And step three, outsmart the competition.  This takes more than well-thought-out business-building strategies.  It starts with understanding that God must be the point guard in your business.  What you do, how you do it, how well it must be done, and proving you can do it again with His guidance - those are the fundamentals that will make you a winner.

Let's break it down.

Step one - Dare to be better.   Today's clients are bewildered with more choices than ever.  Yet often the difference between competing products, services and individuals is virtually nonexistent.  To truly break out in a "me too" world - a world filled with off-the-shelf products, carbon copy services, and one-size-fits-all talents - demands boldness. 

The companies that will grow the fastest are the ones who will dedicate themselves not only to putting out a quality product or service, but will work hard at getting rid of or alleviating the biggest complaints clients have when it comes to their type of business.  If you are not willing to free clients from persistent complaints and annoyances that really bother them, they will just walk down the street - or let their fingers walk through the Yellow Pages - and do business with one of your competitors.

Daring to be better means flagging your uniqueness.  It’s a commitment to generating name recognition of your business in the marketplace.  It's letting prospects know that you can and will do what your competitors won't or can't do.  To determine your uniqueness, ask yourself, "What bugs clients the most when it comes to what I have to offer, something they are sick and tired of putting up with?"  Is it work not being completed fast enough or on time as promised?  How about non-delivery, incorrect delivery, or slow delivery?  Poor performance?  Or is it lousy customer service, lack of accountability, and so on?

Promise or guarantee to correct a major complaint your competitors are not addressing and make that correction obvious.  That becomes your own special edge, the foundation on which to build your business to optimum levels.

Step two - Brand your uniqueness.  A branding program, from a business standpoint, is very similar to branding on the ranch.  It should be designed to differentiate your cow from all the other cattle on the range, even if all the cattle on the range look pretty much alike.  Your program should create in the mind of the prospect the perception that there is no service or person on the market as good as you.

If you want to build a powerful brand in the minds of clients, determine what will make people buy YOU.  As Christian entrepreneurs, I think God wants us to brand ourselves as His special children committed to offering the best solution to those persistent complaints and annoyances we discussed in step one.

Well known brands do it all the time.  When you buy Wisk, you do it because you think it will get rid of "ring around the collar,” or that Listerine will prevent bad breath, or that Spin N Span will clean tough dirt on contact.  Right?  Or maybe there are certain small businesses in your neighborhood that you shop at all the time because you like the service you receive or the way you are treated.

The point is, you need to give people a reason why they should be loyal to YOUR BRAND.  Then you can concentrate on packaging and promoting your solution - what you stand for and what you are committed to deliver - letting prospects know you are among the best at solving their particular problem.  It’s letting them know that you possess distinguishing qualities - extraordinary attributes, defining characteristics, passions and values - that do honor to God.

Step three - Outsmart the competition.   How does your target market differentiate you?  If the market doesn't distinguish you as the "go-to" service provider, solving their version of "ring around the collar," you're dead in the water.  "Give the ball to your point guard" and brand to your strength.  It's not enough to simply be good at what you do.  Chances are, most of your competitors are falling short in areas where client expectations are loud and clear.

So:  Always look good, be responsive, provide reassurances through warranties, courtesy and competence, be empathetic and, most of all, be reliable.

Drill down deep to your clients' and prospects' core desires and you'll probably discover that if you promise solutions to people most likely to want what you offer - and you always do what you say you're going to do - God's got a profitable blessing waiting for you.

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Gerry Foster believes that if you take seriously and learn how to market your services by faith, together with Mastery Marketing® secrets, that you will receive tremendous blessings, because truly you are a blessing.  If Gerry can be of assistance to you in any way please contact him directly by phone at 949.499.1174 or by email at gerry@masterymarketing.com.