5 Ways To Discover What Makes Your Business Unique

What makes your business unique, and why does it matter? You might think it’s just about staying ahead of the competition, or “standing out” in the noise on Social Media. And sometimes, it is about that, at least in part.

BUT when you’re in a Cash Flow crunch in your business and need to make some big moves fast, knowing what makes you unique can be a business lifesaver.

Here’s what I mean by this…

Life these days can be unpredictable, and business is no different. Nobody knows what’s next, and we’re all having to adapt to a changing world. But what does this mean for your business? It means that to be successful over the long-term, you have to be able to pivot when you need to.

Whether it’s world events, money changes like inflation, or shifts in the market you serve, it’s essential to always have a next move. That is, to have another direction your business can go, especially in a Cash Flow crisis of any kind.

Most business owners might think the next move in a case like this is to make yourself more marketable by adding new SKILLS.

Now, it seems logical to focus on the skills you offer first, and consider diversifying them. Things like taking a class, getting a certification, or signing up for a new program, so you can make new offers and maybe catch more people’s interest…

This is the default mode for so many entrepreneurs. I know I’ve done it myself, too.

Of course, this might seem like a logical move. Sometimes it actually is, especially if there’s a new skill that you’re excited about pursuing, and it’s feels aligned.

BUT, I’ve noticed that when business owners feel the Cash Flow crunch and they start contemplating adding a new skill, it’s frequently a fear-based reaction. It’s like you’re racking your brain, looking for a way to bring in more money, and FAST. And it rapidly becomes a game of the HOW.

But I bet you know that when you get caught in the HOW, it takes you down a road of stress, anxiety, and fear.

So what is the alternative when you know you need to go in a new direction to help restore a struggling business? Here’s an invitation for you…

I invite you to shift your business direction not from your SKILLS, but from the VALUE you bring.

This is a business move that not many people are talking about. But it could be your answer for more clients, ore money, and more happiness in your business. No matter what’s going on in the world!

But what does this really mean in the real world?

Let’s break down the difference between SKILLS and VALUE.

Skills are teachable. They’re the things you can learn to do. For example, many people are skilled realtors, doctors, freelance writers, accountants–you name it. Skills are learnable, and anybody who puts the time in and does the work can acquire them.

Value, however, is uniquely yours. Nobody else can be you. There is no one else with your unique set of experiences. You are the only one who can deliver the way you can. This is where your true value lies.

Now, think of it this way. Nobody has your unique value, but most people could learn your skills. Let’s be real–how many realtors, lawyers, writers, and web designers are out there? (Answer: a LOT.)

Your value is the result of being aligned with your purpose. This is what makes your business unique!

Your value is your unique selling proposition. It’s what makes your business special, and it’s the thing that your clients ultimately pay for. (Yes, it’s that big of a deal!)

So if value is such a thing, how come we all default to acquiring new skills?

A lot of it is societal influence. The world has trained us to have an attachment to title, education, and credentials. We’re taught to believe that the more of these skills we have, the more money we’ll make. After all, people pay for skills, right?

But here’s the real deal…

People hire for personality, but they train for skill. Skills can be taught, but personality cannot. Most of all, people purchase your skills, but what they’re really buying is your value.

Or, to put it another way, if you pivot from your skills instead of your value, you side-step your purpose.

So start with your value. Why? Because your value is already there. There’s already something within you that is unique. Once you discover this, you can intentionally choose new skills to help you bring your value in new ways.

Now, you might wonder now just how to discover your value. Let’s get into that now!

Here are 4 questions to help discover what makes your business unique…

Question #1-What are your priorities?

What are the top priorities for you, your family, and your business now? Give yourself the space to think and feel through this, and write down your answers. This will help you determine where you want to go overall.

Question #2-How have you been filling voids in your business (and life)?

When you feel a void, what do you do to fill it? Jot down all of your go-to habits that you’ve been using to fill any voids in your life, whether general or financial. Then take a look at your list, and decide if any of these actions serve the priorities you established in Question #1.

For example, a lot of entrepreneurs thrive on the work. You might love to be busy, doing, and creating all the time. But what happens when you’re in a business slump? You might fill that void with more work. That is, you’re taking all the webinars, hiring all the mentors, trying all the new sure thing Social Media strategies…

But this likely won’t bring you the results you want. Because doing busy work for the sake of “doing something” won’t help you find your unique value.

So be real with how your old standby activities are working for you. If they’re helping you find your purpose, keep them. If they’re frantic busy work for the sake of “doing things,” let them go.

Question #3- Why do think your clients hire you?

Why do people hire you? What do they love about working with you so much that they keep coming back?

Don’t freak out if all you get is a huge “IDK.” This is the big question, and you don’t have to answer it right away! Just write down what comes to you. Give yourself a few minutes to write as much as you think you know.

Now, don’t be surprised if the very first thing that came to your mind was a skill. Maybe you said people hire you because you’re a great writer, web designer, teacher, lawyer, or whatever.

But there is a big difference between what you think you provide, and what people perceive as your value. And when you find out the real reasons why people hire you, it just might blow your mind!

That brings us to question #4.

Question #4-ASK your clients why they hire you.

Now that you think you have some idea why people hire you, find out from the best source there is–your clients! Now is the time to ask the people who hired you what made them take the leap.

Be sure to word the questions the right way. You don’t have to directly ask “why did you hire me.” Instead, give them a few leading questions, and let them tell you.

A while ago, I surveyed my clients and asked for feedback about working with me. I figured the answers would be all about the accounting services. But what I received was something else entirely.

People told us that working with CWK made them feel safe. They felt confident and comfortable. They felt like they’d built a relationship with someone they could trust.

We thought it would be about skills. It turns out that it was all about VALUE. This is what made my business unique, and it was an amazing discovery for me!

Pro Tip: Now, you might be thinking, what if I’m new to business and haven’t worked with many clients yet? You can still determine your value! Ask yourself THIS…

What kinds of relationships do you have? What are your friendships like? If you can answer this, that’s the kind of value you bring for your clients, too. What you bring to the table as a friend is likely how you are as a service provider, too!

Question #5-What are some new ways to deliver your unique value?

Use what you learned about your value and start getting creative. Definitely consider pushing yourself out of your comfort zone to make room for new possibilities.

For you that might be a new revenue stream or an upsell. It might also be targeting a new industry or market. You might even expand into new content platforms, like starting a blog, being on a podcast, or a hosting webinar.

Now, let’s summarize how to find what makes your business unique.

Get clear on your priorities. Examine your go-to habits, and ask yourself if they still serve you or not. Identify what you think your unique value proposition is. Then check in with your clients to see what they think it is, and compare notes. Then, you’ll be in a place to find ways to pivot your business based on your value.

Because it’s not your skills that you’re selling. It’s the value that you bring to the table, and how you use it to serve your people. THIS is what makes your business unique.

After all, that’s what entrepreneurship is–finding ways to serve while bringing your value to the world!

Now, how did this exercise go for you? Does the whole “skills vs. value” thing make sense? I can’t wait to hear what you discovered about what makes your business unique!

Until next time…

Love, light, and MONEY, Honey…

Kaylee