Once you define what’s unique, take it a step further and create what I call your “three uniques”: Highlight three defendable, provable qualities that you have that no one else does. This will provide all the material you need to make the case for your business – and turn more prospects into clients. Work in conjunction with your sales and marketing team to integrate your “three uniques” into all of your communications and conversations with customers.

Uncovering your competitive advantage is one of the most important things you can do to ensure survival in today’s crowded marketplace. Relevant and compelling messaging that explains to customers why your company is the right choice is a surefire way to close more deals, retain more clients and stay miles ahead of the competition, even if you’re not the lowest priced company in your marketplace.

Kevin McArdle is the founder of McArdle Business Advisors. For additional best practices resources and articles on moving your business forward, visit McArdleBusinessAdvisors.com.