How to differentiate yourself
Who is your competition?
This is important, obviously, because your prospects have a choice about who they are going to do business with – you or your competitor.
How do you get them to choose you? Here’s a little exercise that will give you some clarity on how to proceed:
- Write down the names of at least three of your competitors.
- Find out what you do that is the same and what you do that is different.
- Ask yourself honestly, “What do these competitors do better than me, and what do they do worse?”
OK, now you have a basis on which to differentiate yourself. And we don’t mean subtle differentiation, I mean radical differentiation.
What makes you really stand out?
Not sure? One way of getting to the bottom of this is to ask:
- Why do my existing customers do business with me over the competition?
- What unique benefits am I delivering?
- What are two things most prospects and customers don’t know about my business?
Now you can differentiate yourself from your competitors.