The fine art of faceting.

Develop the fine art of faceting. It’s the facets that give a diamond its sparkle and appeal. It’s the same with your business, your products and your services. Find different ways to tell your story and look for new, unique angles or facets.

This takes effort but it’s essential to develop and sustain customer interest. Focus on why customers should break down your doors to do business with you. "What makes us different from others in the same business?" "What sets us apart?" Get beyond the usual trite responses such as "we give great service" or "we’ve been in business for 63 years."

A client takes pride in the fact that they posses the latest automated manufacturing technology available. That fact did nothing to help them sell more product. But, when they began mentioning that the new equipment helped reduce product return rates by 78% and enabled them to deliver just-in-time, sales rose.

Dig deep and get at the valid reasons why you deserve the customers’ business.

If you do, your business will shine with the brilliance of a sparkling diamond.