Here’s an example to help you along.

At On The Edge Fitness we are the only fitness education provider that can take students from earning their personal training certification right into business start-up.

If you position yourself uniquely in the marketplace you will be able to carve out a special place in the customer’s mind so that loyalty is not only created but also has a long life. As one of only a handful of fitness businesses coaches in Canada I can attest to the value of being different and how it's helped me grow my own business. When you clearly know where you are positioned in the market, and what unique talents you have to offer, it makes it easy for customers to make the decision to do business with you. That's the power of differentiation.

As a personal trainer one way to differentiate yourself is to be clear about what target market you serve. Being a generalist doesn’t have the D-factor needed to stand-out. Decide what market you want to go after and then become the expert in serving that market.

Discover as much as you can about the people within that market by becoming a market detective. Get to know every intimate detail of the wants, needs and desires of the customer. Then and only then can you start to create some strategies around serving these customers. How do you find out their needs? It’s simple. Talk to your customers. Take every opportunity to learn as much as you can about them and what they value.