STOP! Why You? What's the Difference?

In today's fast-paced business world, there are more entrepreneurs and startups than ever before. But let’s pause for a moment and ask the critical question: Why you?

What sets you apart in a sea of competition? Is it price, quality, or service? Most importantly, do you even know what makes your business different?

I’m Tony Kurtulan, and I’ve spent decades helping businesses answer this question. And here’s what I’ve found: many people who come to us for help don’t even know what their difference is. They don’t know their vision statement, mission statement, or even what makes them stand out from the crowd.

Here’s how it usually goes:

They found a product or service they thought had potential, registered an LLC with the state, opened a bank account to collect payments, threw together a website on Wix, and BOOM! They’re in business.

At first, they try a little of this and a little of that, maybe run some ads, chase down referrals, and they get some traction here and there. Enough to keep the doors open but nothing consistent, nothing scalable. Fast forward three years, and that here-and-there method isn’t cutting it anymore. It doesn’t scale, it doesn’t generate enough to hire people, build processes, or buy the tools you need to grow. You’re stuck.

Then, one day, Tony Kurtulan walks into your business and you ask me, “Can you build a sales process that brings consistent, profitable sales?”

My Answer? Yes—But First, You Need to Know Your Difference.

Before you can build a scalable sales process, you need clarity on what makes you different. You need to understand what your business is about—what value you bring to your clients, and why they should choose you over the competition. Many businesses jump straight into the action without taking the time to define their unique selling proposition (USP), their mission, or their vision for the future.

Without this foundation, it’s no wonder you’re finding it difficult to create a sales process that works. You’re building on shaky ground.

Here’s the Reality:

If you don’t know your difference, your market won’t know it either. You might be trying to compete on price, only to find that someone else is always cheaper. Or maybe you think you’re offering great service, but so is everyone else. Without a clear differentiator, you’re stuck in a sea of sameness.

How We Fix This

When I work with businesses, the first thing we do is get clear on what makes them different. We define the why, the what, and the how:

1. Why do you do what you do? What’s the purpose behind your business beyond just making money?
2. What do you offer that your competitors don’t? Is it your process, your approach, your expertise, or your customer service?
3. How do you deliver this unique value to your clients? What makes the experience of working with you different?

Once we nail this down, building a sales process becomes much easier. Your outreach, your messaging, and your sales techniques all start to align with your true value. You stop chasing after low-hanging fruit and start attracting clients who see and appreciate the unique value you bring to the table.

The Key to Scaling: Consistency

One of the biggest challenges businesses face in year 3 or 4 is finding a way to consistently bring in new clients. The early success you had from hustling and trying everything under the sun isn’t sustainable in the long term.

That’s where a sales process comes in. I help businesses implement processes that deliver consistent, profitable sales—month after month, year after year. These aren’t one-off tactics or short-term hacks. We build systems that can scale as your business grows, allowing you to hire, build processes, invest in technology, and continue to evolve.

So, what’s your difference? If you’re struggling to answer that, it’s time to take a step back, get clarity, and build your foundation right. Once you do, scaling becomes much more achievable.

If this resonates with you, let’s talk (214) 263-3399. I’ve helped countless businesses get unstuck, create scalable sales processes, and achieve consistent growth. I’d love to help you do the same.

Tony Kurtulan Founder, TUNE Sales Academy Sales Leadership | Sales Process Development | Cold Calling Expert