If you were asked this question from a prospect, how would you answer it? Would it be difficult to muster up a concise answer without stumbling? If you were asked, what makes you unique in an industry where everyone seems to do the same thing, how would you reply?
We are so busy today doing everything in our business – selling, answering the phone, back end support, vendor relations, artwork, marketing, working on our websites and social media – and to what end? For the majority it is most likely the quest to stand out and to be relevant to your clients and prospects – the question begs itself… are you?
In an industry where it is increasingly easy to "get in" and become active, the barriers have dropped significantly and the client and prospects have all the power. When was the last time you looked at not only all of your electronic and collateral material and gave them a hard look, but examined those of your competition? I believe that if you were to take an introspective look, you'd fine that there is not much difference.
When I consult with distributors and suppliers (the lines are blurring with suppliers now more than ever) I hear most say that their one major differentiator is their customer service. Additionally the claims that are made on websites (double and triple the difference back if not happy, free shipping, free samples) indicate that the reality is if you're not different, you're the same.
This article is about you taking a really hard look at your company, and if you're a salesperson, how you are different from the thousands of salespeople that out there doing what you're doing.
When we look at the different ways to differentiate the list looks like this: products, service, offers, problem solver, value, guarantee and price.
As you can see, virtually everyone says that these points, at one level or another, are the things that mold, differentiate and define them. But are they enough? I would say no.
So, in a vast market space where everyone is doing relatively the same things, how does one differentiate? Here are few tips that will help set you on the right path.
1) Identify your unique differences – what do you stand for?
2) Communicate those difference to your target audiences.
3) Become a specialist, develop vertical and lateral market niches where your name and company's brand go viral.
4) Get to know – really know – your clients not just on the surface but deep down. Learn what make them tick: their likes, dislikes, habits needs and goals.
5) Detail how you solve problems.
6) Continually educate the client at every opportunity.
7) Strive to develop new and exciting ways to use our products.
8) Lead with creativity and innovation.
9) Create systems that clients can use with what you develop.
10) Look for ways to increase service offerings beyond just stating it.
11) Develop unique resources (for example, consider packaging).
12) Develop and stress your expertise the the market (i.e. decoration methods).
13) Create unique partnerships.
Are you easily copied? Always look for value points where your competition can't say, "Me too." If enough can say that, you're not different. Ensure too that you are looking at your business through your clients' eyes. How do they see you do they view you differently from your competitors? Does your company help them achieve what they need?
Above all, recognize that price is not a TRUE differentiator over the long term. "Don't use price as a way to promote your business," asserts marketing and sales expert Brian Offenberger, CeM. "You will go broke. There is always someone who will sell for less. You cannot make sufficient margins with a lowest price strategy to pay your bills and stay in business.”
While it can be frustrating and very confusing, it nonetheless can be done. For me, one of the greatest points of difference I brought and still bring to the table is the ability to deliver creative marketing tools to my clients utilizing packaging, print, products, creative themes and unique delivery methods – all with measurable results. It works for me and it can work for you, too!
One final note (and great advice) offered up marketing expert Slade Kobran, regarding your differentiating position: "Once you have it you have to maintain it, as your competitors will not be standing still."
Cliff Quicksell, MAS+, has been involved in the promotional marketing industry for over 30 years. He is the recipient of over 25 international sales and marketing awards for innovation, creativity and his contributions to the industry. He can be reached at cliff@quicksellpeaks.com or 301-717-0615.