Studying your competitors closely will help give you a competitive edge. Are their products or services inferior to yours? Is there an age group or demographic they’re underserving that you could be going after? Or maybe you can offer more competitive pricing, greater convenience, or superior service. Once you think you’ve found that unique differentiator, try using a customer questionnaire to make sure your clientele is interested. If they are, go for it. But don’t stop there: Tell your customers and prospects about it through advertising and in-store promotions.