WHAT MAKES YOU DIFFERENT?

What Makes You Different From Your Competitors ?

During my 30 years+ experience in the field of industrial and automotive engineering, I have repeatedly come across one crucial question that many businesses struggle to answer:

“What makes you different from your competitors ?”

In a business sector where product aesthetics are literally inexistent, this question is generally answered by sales people with typical statements, such as “good service”, “best quality” or “excellent availability of products”. These generic statements could well be true, but customers perceive them as similar to many competitors and hence, have basically no value.

Instead, companies should concentrate on finding what makes them different from other firms. If there are differences, they should find out if they are relevant to customers. If the differentiation points are not perceived useful and are not bringing quantifiable value to your customers, the money you’ve invested is wasted.

Once companies have identified their true differentiators, they must repeatedly communicate internally and externally a value proposition made of the differentiators that clearly explains why customers should buy from them. I would even say over-communicate internally until it is ingrained in every employee: to move forward you must get everyone pulling in the same direction.

The next step is to train and constantly coach your salespeople to demonstrate how your products and services add value to customers. Sam Walton, Founder of Wal-Mart Stores Inc. once said: “If you don’t listen to your customers, someone else will.” I would even go one step further and say: “If you fail to understand the needs of your customers, someone else will”. As Ian Altman explains in his excellent book “Same Side Selling”, if you can really solve your customer’s problem, price is almost never an issue.

Luckily, there are methods for identifying your differentiators and checking if they are truly relevant to your customers. There are also excellent and simple methods to get sales people engaged in selling benefits instead of product features.

In addition to developing strategies, my uniqueness is that I engage with my clients by transferring my expertise and ensuring that strategies are executed. I accompany my customers throughout the implementation process. I focus on achieving the targets that we’ve defined together with a clear follow up process.

Get in touch with me if you believe that I’m a good fit for you and you’re a good fit for me. I excel in organising businesses and I achieve results.