How are you different than the competitor down the street? How are you better than the hundreds of competitors who you cant see online?
Differentiation is the ability to get consumers to understand how you do a better job than anyone else. In the books and articles we have read there are really three points that will help you differentiate in the marketplace. We thought we would share those points with you and give a little insight on each of them.
1. Knowledge - Know what you know and understand what you don't know. This might seem straight forward but it is not as easy as it seems. Many companies use a blanket strategy when they consider their products and services. It is necessary to really understand who your competitors are and even more importantly who your buyer is. To differentiate you should understand your buyers needs better than anyone else. Pick a target market and research your customers and their industries thoroughly before you approach them
2. Candor - Being open and honest creates an atmosphere of trust and allows you to build a strong relationship. The more you open up to the consumers the great the likelihood they are going to trust you when you give advice.
3. Discovery - You need to understand what pain your consumer is looking to solve. Even if they are not directly aware of their pain, you need to figure out a way to help them realize its there. Once you understand their pain points you can customize your message to make sure you are helping them make the best buying decision.
What do you think?
The Base Team
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