What is an Unfair Advantage?

An unfair advantage is something that makes your business meaningfully easier to find, easier to trust, easier to choose, easier to recommend — and is difficult for competitors to copy.

Say you’re a Roofer. A customer contacts you. You take down their information, do the needful, and send them a quote. When the customer is assessing the quote, what is the customer thinking — alone, inside their mind, without ever picking up the phone and asking you?

If you can answer those questions along with your proposal, so the customer is never left wondering, you will have an unfair advantage.

Seems elementary doesn’t it? It’s outrageous how often business is lost because there is no proper system, process, a proprietary asset, or correct technology that ensures your unfair advantage is present, intact, and working diligently.

Unfair advantages begin with thinking differently, building confidence, and making the customer feel safe.

Our weekly unfair advantage letter helps you think a bit differently. Get it here.

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At Websum, We Discovered Four (4) Areas Where You Can Build Stacks of Unfair Advantages!

To become the market leader you envision to be, you must build four distinct stacks of strategic advantages. Each stack acts as a compounding layer of market insulation, holding multiple specific levers that separate you from the competition.

1. The Visibility Stack – This allows your business to be seen where your ideal customers are already looking.
2. The Communication Stack – The advantages in this stack allow you to connect with your customers, build trust, and stay on top of their minds for easy recall.
3. The Customer Experience Stack – Lastly, this seals the deal where your customers keep coming back, AND bring their friends, family and acquaintances along (as referrals).
4. The Relationships Stack – This is where we engineer customer advocacy, with referrals being its outputs.

By systematically looking for advantages in these four areas and building them, you build an asset that forces the local market to take notice and give your business an undeniable, unfair advantage.

Get your copy of The Unfair Advantage Letter

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The Unfair Advantage Process

There are 7 steps to the unfair advantage process.

1. Understand – We understand your business, customers, competitors and goals.
2. Map – We map the customer journey and identify the important touch points.
3. Identify – We look for friction, missed opportunities and places where customers make decisions.
4. Build – We develop specific improvements designed to create an advantage.
5. Execute – We put the improvements into practice.
6. Assess – We measure what happened.
7. Refine – We keep what works, improve what doesn’t, and find the next advantage.

In most cases, the unfair advantage will be a combination of one or more of these – a system, business processes, proprietary assets, and technologies.

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Read our Notes. They’re Good.

• Trust Is Built Before It Is Needed
• Nobody Likes Driving Without a Map
• SEO Is Compound Interest for Your Business

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