[Matt Kulp]

I think this is a great article.

Our company has been working on differentiation in our marketplace over the past year and it is not an easy task. I agree that quality work and superior customer service will always win, but I think in todays marketplace you have to do more to stand out.

In years past, I found myself sitting back on my heals and waiting for people to notice us in the crowd. While it has worked through referrals and our portfolio, I have found that we still fight 9 times out of 10 to gain relationships with new clients. I always looked at other perceived successful companies and tried to figure out what they were doing. I finally figured out that if you are applying other companies techniques to your operation you are still not going to stand apart.

What we have started to do is really ask and interview clients after we completed work for them, and find out how we are different. Once you start asking a number of clients the same questions you will be surprised as to the similarities in answers that you find. The key is to find those "Hot Buttons" and focus on those points.

Second, it is not a once and done deal. You have to continue the interview process and find out what your customers are thinking. Peoples expectations change and other companies in your area will be watching and learning from you. You have to try and be one step ahead.

Any advice on other methods of collecting this type of info?