Survey Question#6: What Are Your Clear Points of Differentiation?

I just finished a positive meeting with one of our new customers. Their objective is to place a higher priority on new business acquisition for the balance of the year and going into 2013.

As part of their new business acquisition focus I thought that a quick check up on their areas of differentiation might be in order. So, I popped the question ‘what are your clear points of differentiation’? To my surprise every senior member present on the sales team knew their areas of differentiation and stated each area with total ease and confidence.

Lets be frank…this is rare.

So the question becomes what are sales organizations challenged with in the absence of clear points of differentiation?

Lets take a look at a few…

  • Forced to sell on price.
  • Finding their offering caught in the commodity trap.
  • Being viewed as a ‘me too’ company.

The sad part is most companies have a solid offering, but have not taken the time to really understand how they are different and what they really bring to the table. Some may even have identified their points of differentiation, but then the leadership doesn’t encourage their use (that is another story all in itself).

How about you? What are you clear points of differentiation?

Consider these questions as you develop your differentiation strategy:

  1. What are you known for?
  2. What is important to your customer?
  3. What do you do better than any of your competitors?
  4. Go further and identify your our real ‘sweet spot’? This is your best differentiator.
  5. What is the benefit that corresponds with each differentiator?

If you are applying your points of differentiation in building your business platform then congratulations are in order. If you are not quiet there, then lets get started. Give me a call, I am here to help.

To your success,
Andy

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