“What makes you different?” Every sales professional and marketer gets confronted with this question multiple times a day. The ability to answer this question well forms the difference between winning and losing, profitability and unprofitability.
Here’s the challenge: you’re not different. Is that a fair statement? Probably not. But in the eyes of your prospects and clients, unless you take intentional action to create differentiation, you are not different.
Without differentiation, the best case scenario is that you win on price. The worst case scenario is the you lose to a competitor that creates differentiation. Even worse, what if you are losing to a competitor that creates differentation and charges more! Talk about salt in a wound.
How can you create differentiation? Let's consider three options that don't work for most companies.
Many companies I serve sell products that they don’t manufacture. From a product...