Have You Got Differentiation?

A true recipe for success is when a client or prospect surveys the field of possible vendors in your space and selects you for some discernable, distinguishing reason.

This could be that you are the best, the cheapest, the fastest, having the best reputation, etc. But that isn’t always the way it goes down, is it? No it is not. The way it typically works is the client or prospect surveys the field and sees a number of vendors that look exactly the same. All the companies use similar, generic, indistinguishing nomenclature in their messages that do absolutely nothing to help them sell their products/services. They are merely “vanilla” words that get in the way of what you really need to be telling your clients and prospects about your business and how you can help them.

The best way to leverage your key messages to differentiate yourself and your business is to use quantifiable metrics.

Instead of saying “proven”, why not list your total number of clients, or even actual customer names (if possible)? Rather than using words like “global” or “leader”, explain why you are global. For instance, list the number of countries you operate in or all of the geographic regions you service. And if in fact you are a “leader” or “innovator” in your space, then talk about exactly what it is that makes you so. Don’t leave your clients guessing. Words like “leader” and “innovator” are a waste of space if they aren’t explained. Don’t just use them without further explanation.

The key here is to stand out from your competition. Make it easy for your clients and prospects to exalt you higher than the others.

Here is a great tip to employ in your messaging statements that virtually all of your competitors aren’t already doing. In your positioning statement and/or leading key messages, state exactly what customer problem you are solving or fulfilling. Don’t only talk about how great you are; tell the potential client what it is you are going to help them accomplish. Following are some examples of how to work this approach into your messages:

Beginning of a positioning statement: “For small to mid-sized companies with high overhead, XYZ virtual accounting firm can help you lower your payroll while maintaining or increasing your overall performance and …”

End of a key message: “… and these services are designed to lower your out-of-pocket expenses and increase your monthly cash flow.”

End of a customer value statement: “…giving you peace of mind that you selected a shipping company that will be around to manage your transportation needs for years to come.”

At the end of the day, messaging is all about differentiation. Whatever you and your business can hang your hat on, do so. If you have certain reasons why you stand above the rest, tell people about it – shout if from the rooftops. Business is no place to be modest.

Honest – yes. Modest – no.

Kevin B. Levi
Winning Message LLC.
www.winningmessage.com