How to Uncover - and Leverage - Your Differential Advantage

You have the same qualifications as the other candidates.

If you run a design studio, you’re just like every other design studio.

Your IT firm is pretty much the same as all the other IT firms with your specialisation.

And, ironically, there are lots of other marketing consultants. Just. Like. You.

The big mistake many professionals and companies make is that they don’t think that anything sets them apart from their competitors.

But, there's a secret that most people don’t know.

You and your business are different.

Or, at least, you can be.

You have qualities, attributes and benefits for your customers that make you unlike anyone else.

These differences may not necessarily make your offering unique, but they’re enough to give you a differential advantage.

All you need is for your prospective customers to think of just one meaningful thing about you and your company that sets you apart.

Your family and friends may be impressed by your MBA or your best ad campaign award from the Vladivostok Marketing Institute, but the people who can give you money, are maybe not so impressed.

As long as it's relevant to your market, your differential advantage can make the difference between getting the sale, and not even knowing there is a sale to get.

A key to your success lies in uncovering what your advantage is and communicating that consistently to the people who need to work with you, but maybe don't know it yet.

This is not ra-ra, “you can do it!!”, Coach Carter stuff. This is a potentially game-changing process that could make a substantial difference to the success – or otherwise – of your career and your business.

To discover your differential advantage, ask yourself:

1. What Problems Do You Solve?

Identify the specific problems your product or service solves for your customers. Always start with their problem/s, how you solve those problems, and go from there.

It sounds easier that it actually is. That's why it's a worthwhile exercise.

2. What’s D&B (Different & Better) About You &/or Your Company?

What is it that only you can offer your customers?

It might be a unique feature, exceptional customer service, or a specific expertise that distinguishes you from the competition. You may have geographic advantages that others don’t have. Perhaps it’s a guarantee - Federal Express’ ‘when it absolutely, positively has to be there overnight’ is as compelling today as it was when it was first used in 1978 - or proprietary software that meets a need better than everyone else.

Something we say several times per week to clients of all sizes and types is that “you’re hiding your light under a bushel”. You’d be surprised what you take for granted that could be nothing short of amazing for your customers – if only they knew about it!

Your job is to uncover what’s D&B about you, and then tell the world about it.

3. Customer Testimonials

Listen to your customers. What do they appreciate most about you and your business? Testimonials can offer valuable insights into what sets you apart in the eyes of those who pay your bills.

ALWAYS ask for customer testimonials and feature them prominently and permanently on your website, LinkedIn, social media. In other words, anywhere, your prospective customers may be doing their due diligence on you.

Remember, you’re in the risk mitigation business. Your job is to ensure that you’re viewed as the safest option for clients who are inherently risk averse.

Oh, and don’t listen to the occasional naysayer who discounts the value of testimonials by saying things like “You only use testimonials from happy customers". Our counter to that: isn’t having happy customers in the first place, the whole point??!!??

4. What are You Passionate About?

Consider what drives your passion for your business or your job. Your enthusiasm and dedication can be compelling factors that attract prospects who share your values and will feed off your energy.

Massive companies have been built on the passion, dedication, focus and charisma of their leaders - think Richard Branson, Mike Cannon-Brookes, Arianna Huffington, Melanie Perkins, and Elon Musk to name just a few.

Want to be your own version of these titans? Identify your passion.

5. What Makes You a "Must-Work With" Option?

Put yourself in their shoes: what are they looking for in a business partner or employee? Is it service, reliability, innovation, or a shared set of values? Is it your geography i.e. you’re just down the road? Or is it something more subjective like you went to the same school, or you’re the same age, gender etc.? Or maybe you used to work for their main competitor.

Your differential advantage should align seamlessly with the needs and desires of your target audience, making you the obvious choice for them.

OK, now that you’ve identified your differential advantage, how do you make sure you’re not hiding your light under a bushel?

1. Communicate Your Value

Clearly communicate the benefits of choosing your business. Whether through marketing, content, or sales pitches, emphasise how your unique qualities solve your customers' problems and add value to their lives.

Certain cultures are more or less natural self-promoters. In the body-contact world of wooing and winning bigger clients, you can’t afford to be the “aw shucks, it’s nuthin” type.

You gotta be loud and proud of why they need to work with you.

Remember, they NEED you, so you’re doing them a disservice by not highlighting why you’re the perfect solution and how you’ll make their jobs and lives so much better by choosing to work with you.

2. Build Relationships

Build strong relationships with your customers. Personal connections can make you indispensable. Show that you care about their long-term success, and they'll be more inclined to choose you.

Don’t do what most people do and just churn and burn through prospects until they get to one who shows some interest.

It’s astounding the number of people who never even respond when the answer today from a prospect is “no thanks.”

The person who says no today, could be your biggest customer tomorrow IF you give them respect before, during and after they decide whether to work with you or not.

3. Continuous Improvement

Keep evolving and improving your products, services, and customer experiences. You could do this by creating content that addresses the hot topic of the moment - AI anyone? - or - one of our favourites - running your own survey and promoting the results. Survey Monkey has made this easier to do than ever before.

4. Consistency

Consistency is vital to any sort of success.

Do you get amazing biceps by doing one set of curls and that’s it? Unfortunately, not (let’s just say that this premise has been personally tested and proven beyond any doubt).

We’ve picked up work from corporate clients we’ve never worked with before simply because we kept showing up, kept calling and kept sending emails with valuable, non-salesy content.

The advantage you have when you commit to consistently reinforce all of these points with your prospective customers, is that invariably most of your competitors are INconsistent.

They give up after the first rejection and so they miss being there at the right time and with the right - not necessarily the best - offer.

But don’t take our word for it. This guy did pretty well for himself (& he definitely didn’t have it easy to start with):

“The difference between winning and losing is most often…not quitting.” - Walt Disney

Ensure that your differential advantages shine through in everything you do, from branding to customer interactions.

Get intentional about your differential advantage, and then keep letting the world know about it.

If you want help with uncovering your differential advantage, make a time here. We can help!