seven simple ways to differentiate your company and products
TRANSCRIPT
Seven Simple Ways to Differentiate Your Company and
Products
“It’s better to remove the competition by developing your difference than take on the competition directly.”
By Christopher Ryan, CEOFusion Marketing Partners
Effective Differentiation
• Remove the competition
• Develop your difference
• Don’t take on the competition directly
Focus on the one thing!
1Don’t be like one of those
companies that aspire to be the best in quality, service, pricing, innovation and every other
attribute.
Pick your core value and concentrate your forces on being the best in that area.
Discover whatever your version happens to be of
“making the boat go faster.”
“Will it make the boat go faster”?
FREE
Give something away2On a recent trip to Gothenburg,
Sweden, our tour guide gave everyone in the group a free shot of
the local “fish vodka.”
Since it was a free walking tour, the guide’s income comes only from the
tips of satisfied tour participants.
Kurt found a great way to create goodwill with his customers –
not to mention loosening them up a bit!
Provide convenience3Time is the most valuable
commodity.
Whatever you can do to deliver your products and services
quickly and effortlessly will be appreciated and set you
apart.
It starts with a quality website that makes it
easy for prospects and customers to find what
they need without talking to someone.
Tip: What your engineers find
understandable is not the same as what your prospects find
understandable.
Be a niche marketer4
It pays to fine-tune your target audience.
For example, an enterprise software company could have different
flavors of its offerings for the retail, manufacturing and services
industries.
The key: • Provide product/feature differences• Communicate the value proposition in a way
that speaks to the particular audience
Show trustworthiness5People not only want to know that they are getting value…
…they also want to understand that the risks of the purchase
are worth the cost.
• Customer case studies• Reviews • Guarantees • Third party recognition
…are especially helpful
They want to know that your company and staff are credible.
Provide a hearty welcome6
This idea isn’t for everyone…but it
gets results!
Whether in-person, over the phone, or via the Internet, figure out a way to “hug your customers” that differentiates you from the
competition.
Example: Parking Spot has a driver who gives her Denver International Airport long-term parking customers a hug when they get on her bus.
Her enthusiasm is contagious after a weary day of traveling.
• The company benefits from this • Customers give her larger tips
Offer a new pricing strategy7Example: Rolls Royce has begun offering their aircraft engines for
free…but charging for power by the hour and offering product support.
This is not only a disruption of the B2B
manufacturing industry, but also highly differentiating.Does your pricing model make it
easier and less risky for the prospect to purchase.
Persistence and patience win the day
Whether you manufacture jet engines or drive an airport parking bus, the principles are the same:
FIND your one thing – your unique way of hugging the customer
– don’t simply try it and go on to
something else.
Company reputations aren’t built on a single transaction, but rather
over a series of positive interactions.
About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This: Brand building/messaging Website optimization Content creation Lead Generation
You Get This: Much greater levels of awareness Higher quantities of qualified leads Ability to generate faster revenue
Lots more information at: http://FusionMarketingPartners.com/http://Greatb2BMarketing.com
(blog)
719-357-6280