When was the last time that you objectively reviewed the difference that you bring to the market? How would you know that you have a strong, relevant differentiation from your other industry players?
There are two quick ways in which you can test this. In the first test; take your advertisement, cross out your name and write your competitor’s name in instead. If your offering is as true for your competitor, as it is for you, then you know that you do not have a strong differentiator. The second test is to look at your sales performance. One of the biggest reasons why businesses do not perform awesomely in their sales is a lack of a strong differentiator. They can therefore not communicate clearly to their identified target market.
The competition is tough out there and more choices become available every day for your clients to indulge themselves in. Your biggest opportunity will lay in how you focus and convey your unique selling proposition: What are the things that you bring to the table that your competitors can’t match? Are you really clear on it yourself? If you are not clear on it, just how clear can your team be on it and what are the different messages they communicate to your prospective clients? Can you imagine just how much money you have left lying on the table; attributed only to a lack of clear vision defined through your unique selling proposition?
Try writing your unique selling proposition out this week. In today’s economy – more than ever- time is money. How are you going to use that to your advantage?