Discovering Your Core Differentiator
"What is our core differentiator?" - A question that fuels our quest for hyper growth as a company.
Understanding how we stand out is vital. We’ve come across three types of responses.
1?.?Adjectives: Some describe their differentiator using generic adjectives that lack specificity.
2?.?Specifics: Others delve into intricate details that may be important to them but fail to resonate with buyers.
3?.?Commodity Space: A few admit to lacking a differentiator, considering themselves part of a commodity space.
Our objective behind asking this question is to tap into the emotions and rationale that our prospective buyers experience when considering a purchase from us.
If we, as a company, cannot identify a distinct differentiator, chances are our prospects won't either.
This situation often leads us to compete solely on price, which can be a challenging path to navigate.
Allow us to offer three recommendations:
1?.?Our differentiator should be our USP, providing significant value to our clients. To make it sellable, it needs to set us apart from the competition in a way that resonates with our target audience.
2?.?Not merely being a checkbox item; it represents our ultimate authority in our chosen area. We must establish ourselves as the go-to experts, the trusted source, and the industry leaders in our niche.
3?.?We should embrace the uniqueness of our differentiator. It should align seamlessly with our business and reflect our distinctive way of thinking. Avoid trying to force-fit it into the context of our operations; instead, celebrate and leverage it to differentiate ourselves effectively.
Remember, our USP has the power to propel our company to new heights. It captures the attention of our ideal customers, builds trust, and positions us as the undeniable choice in a crowded marketplace.