Differentiate Your Business & Gain a Competitive Advantage
With business comes competition. It’s not enough to demonstrate that you can deliver what
the customer wants. You need to look beyond what everyone else is doing. Position your product as clearly
different and better than the competition.
Differentiating your business can also help your company from becoming stagnant. You constantly want to be
improving your services so that you can attract new customers - as well as keep the ones you already have.
Learn What Your Customers Want
Discover what your customers want, and what your competitors don’t offer. You really need to understand your
customers - and this includes potential buyers as well. How do you find this information? Ask your
customers!
Differentiating your business from the competition requires looking at your business in another perspective
- from your customer’s shoes.
Online discussions and chat rooms can be a quick and easy source for gathering first hand information from
customers and prospects. You can also put together a simple survey or questionnaire to get feedback on ideas
and issues pertaining to your business.
Listen to your customers. New and different ideas are healthy for business. Even a small, simple change can
significantly increase profits if it targets your customers’ wants.
Analyze Your Competition
Differentiation makes your business memorable and credible. You want a prospect to be able to quickly and
clearly understand what you do and what sets you apart from your competitors. So let’s look at our contenders
to see what we’re up against:
- Who are the major competitors in your industry?
- What product line does each offer?
- In your industry, what are most companies in competition about?
- What are the specific strengths of each major competitor?
Create Product Differentiation with Creative Techniques
Incorporate features that deviate from the average characteristics of your industry. Focus on features that
achieve what your customers want - and you’ll be able to cause buyers to choose your brand over others.
Increase the VALUE or your product or service, but more importantly, make sure that your customer perceives
that increased value. The more difficult it is for your competition to copy your idea - the better.
This type of sales positioning will work best when (1) there are several ways to differentiate your product
or service and (2) the buyer can use your product or service in different ways.
Think out of the box. Go against the norm and adopt a bold approach to doing business in your industry.
Focus on an aspect that you believe your business can uniquely excel at. Examples of values and benefits:
- Superior service
- Greater product availability
- Higher quality
- Better performance
- Increase intelligence
- Greater durability
- Respected image / prestige
- Technology leadership
- Satisfaction guarantee
- Lower cost
- Faster delivery
- More customer support
Save time and money! It’s important that you understand your customer’s desires before you develop your
differentiation strategy. Some things to be careful of:
- Make sure that buyers perceive your product’s features as a benefit
- Don’t raise your prices too high and drive away customers
As part of the marketing strategy differentiating your business is an ongoing process. The marketplace is
always changing. Don’t be afraid to change with it - just do it in your own unique way.
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