Is it hard to clearly explain why you're superior to the competition in a way that persuades a buyer?
Do you find that buyers who contact you make decisions based solely on price and "shop around"?
It is frustrating to compete in a crowded market where it is difficult to stand out and get higher prices. Your business may struggle to differentiate itself from the competition and find a unique role in the market.
If you’re just another “us-too,” your business may be perceived as interchangeable, resulting in lower prices and reduced profitability.
Gaining a competitive advantage through how you deliver and perform your service is called differentiation. Differentiating yourself effectively leads to loyal clients who choose you over your competitors because of your unique approach.
How You Solve Your Clients’ Problems in a Way No One Else Does
Differentiation means identifying what makes the company different from its competitors and is essential to creating value for clients. Differentiating an offer means more than just distinguishing it through superficial differences from the competition. If the client can't really see the value of the difference, it doesn't matter anyway. Differentiation is about solving problems for the client in a unique and value-adding way.
To succeed with differentiation, create a unique offering that outperforms competitors by using your special talents. Adjust the price or performance to give clients an exceptional solution to their problems. There are great opportunities to be innovative and take advantage of benefits that other players may not have.
The key questions are:
What can we do to encourage the client to choose us and stay as a client?
What are the critical differences between us and our competitors and what value do clients attribute to these differences?
What We Offer
Insights and analysis underpinning differentiation
Strategy for implementation
Support for implementation
Target audience analysis. We interview your existing and potential clients to understand the problems they face and the solutions they are looking for. This can be combined with our client experience design services.
Market analysis. Unlike pure marketing specialists, we are not so much interested in what competitors say they do, but what they actually do and how clients experience it. We therefore conduct market analysis in several ways. This may involve interviewing people with experience of your competitors, reading reviews, seeking expert opinions or conducting workshops with you to gather your overall knowledge of the market.
Identify potential distinctive advantages. Based on the market analysis, we identify a number of potential and unique advantages that you possess, or can relatively easily develop.
Evaluate differentiation opportunities. By conducting a cost-benefit analysis, you can identify which differentiating features are most worth developing and can be applied for effective positioning.
Strategy. We work with you to formulate a strategy to achieve differentiation.
Implement and communicate. It is important that the brand and all communication to clients and the market are in line with the positioning.