Are you any different?

What differentiates you from your competition?

There will always be others offering similar products and services. So why should someone choose you?  Do you have higher quality products?  Do you add a personal touch?  Do you go the extra mile?

It’s surprising how many people don’t know what makes them the best option for consumers. This is one of the key requirements when starting a business - understanding your differentiation in the marketplace. Because without first establishing what makes you unique, you will not be able to clearly articulate to consumers why they should choose you over someone else.

To determine what makes you different, start by researching other companies’ offerings. Look through their website. Read reviews of their products or services. Browse though their marketing material to see how they are projecting themselves in the market. You can even interview with your competition to get a better sense of their offering and marketing strategy.

In nearly every market category, consumers have numerous options of seemingly identical offerings. Determine your strengths and your unique benefits to consumers. Ask your current customers why they chose you.  Find out what other companies in different fields do to stand out, and see if you can apply it to your area.

Often times, consumers will base their decisions on variables beyond the basic utility of the product or service. For example, in the fields of health and financial services, people will often select a service provider that makes them feel the most comfortable. Keep this in mind when determining what makes you different. The benefits of your product or service aren’t always as tangible and quantifiable as you may think.

After getting a better understanding of your differentiation, you will be in a better position to communicate your unique value proposition to consumers and stand out from your competition.

by Elizabeth Sugar Boese

To site this source:

Boese, E. S. “Are you any different?” Succeed In Every Way. Jan 14, 2010. http://succeedineveryway.com/?p400

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