| If you're selling essentially the same
| |
| | buyer will provide all the nourishment
|
| "Stuff" as your competition, fold up your
| |
| | needed for that seed to grow and take
|
| tent and go home. And do it quickly.
| |
| | root, whether there's real value there or
|
| There's little success in the real world
| |
| | not. Why? Well, the expression I use
|
| for "me-too" stuff, whether it's products
| |
| | when teaching is. "Perceptions is
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| or services. Both are virtually doomed
| |
| | reality!"So, you ask, "How can I
|
| to fail. To survive - and to thrive -
| |
| | differentiate my 'me-too' product or
|
| your stuff has to be different. Or at
| |
| | service, create the perception that my
|
| least appear to be. As any good
| |
| | Stuff has greater value than what my
|
| marketing guru will be quick to tell you,
| |
| | competition is selling?Start with the
|
| "Differentiate!""A rose is a rose is a
| |
| | basics, then expand from there. The
|
| rose," or so the saying goes. But even
| |
| | three things most buyers look for - and
|
| roses seem to appreciate the importance
| |
| | most sellers focus on, often to the
|
| of differentiation, the value of being
| |
| | exclusion of all others - are price,
|
| different - however slight - from other
| |
| | quality and service. One way to
|
| roses. A shade lighter or darker in
| |
| | differentiate, if you can do it
|
| color, a sweeter or a more delicate
| |
| | profitably, is to offer either a lower
|
| scent. No two varieties are identical.
| |
| | price, better quality, or better
|
| If only merchants and service providers
| |
| | service.If you can find a way to offer
|
| were as aware of the importance of
| |
| | all three, your company is virtually
|
| differentiation.There is definitely real
| |
| | certain to dominate the category in which
|
| value in appearing to be different
| |
| | it does business - selling widgets, cars,
|
| because how - and by how much - your
| |
| | or hand tools, for example - and become
|
| Stuff seems different from your
| |
| | extremely successful in the process.Doing
|
| competition's can often allow you to
| |
| | all three is a no-brainer, right? Except
|
| charge more for what it is you sell.
| |
| | that it's rarely possible. Unless you've
|
| Surprisingly, that's true even if your
| |
| | invented a more effective process or less
|
| "difference" is neither real nor
| |
| | expensive materials. Those things don't
|
| significant."Vive le difference,"
| |
| | happen that often. So then it's time to
|
| proclaim the French with their coy,
| |
| | put on your thinking cap, to ask
|
| knowing smiles. True, they're talking
| |
| | yourself, "How else can I differentiate
|
| about the difference between men and
| |
| | my 'me-too' Stuff?"If you're selling a
|
| women. But those words can also be
| |
| | product, here are several ways to
|
| applied with surprising results to the
| |
| | accomplish that: offer new sizes, color
|
| business world.Let's take a closer look
| |
| | choices, a unique design, a satisfaction
|
| at that "real value" I mentioned a moment
| |
| | guarantee, a menu of delivery methods,
|
| ago Real value, believe it or not, does
| |
| | even free delivery. Make a list of all
|
| not have to be real. Nor does it have to
| |
| | your options, test them one at a time,
|
| include value. "Perceived value" - the
| |
| | and be sure to measure and record the
|
| things you can convince a potential
| |
| | results of each test so you can determine
|
| customer or client are true about your
| |
| | which change did or did not make a
|
| Stuff that your competition doesn't offer
| |
| | difference.Differentiating a service
|
| - are often more important than your
| |
| | business isn't quite as easy, but
|
| Stuff's real value.Where does that
| |
| | offering more convenience - service 24/7,
|
| perceived value come from? Any business
| |
| | for example - can be a start. A
|
| that offers Stuff for sale, whether
| |
| | satisfaction guarantee is also effective.
|
| products or services, has to create it.
| |
| | For house painters, cleaning services
|
| Not you personally, but certainly a
| |
| | and the like, being able to say you're
|
| talented marketing employee or outside
| |
| | licensed, bonded or insured can increase
|
| service provider should be able to do
| |
| | your professionalism and, therefore, your
|
| that for you.How is perceived value
| |
| | perceived value. So can well-maintained
|
| created? Using words and pictures,
| |
| | vehicles if they're how your people
|
| that's how. Words alone can work well -
| |
| | arrive to provide your service. Neatly
|
| provided they're the right words properly
| |
| | uniformed workers can also differentiate
|
| delivered - as in a one-on-one sales
| |
| | your employees from your
|
| pitch or even a radio commercial. If your
| |
| | competition's.Just as "me-too" products
|
| message is viewed as well as heard by
| |
| | or services can eventually bury a
|
| potential customers or clients, the right
| |
| | business, the ability to differentiate
|
| words, plus the right pictures, can work
| |
| | can be the catalyst a business needs to
|
| extremely well together by reinforcing
| |
| | increase its profitability.© 2006,
|
| catalogs, websites, TV spots and
| |
| | Philip A. Grisolia, CBCIn addition to his
|
| brochures, for example.At some point,
| |
| | skills as a marketing professional, Phil
|
| your company has to plant that idea of
| |
| | Grisolia is an accredited Certified
|
| perceived value - like a seed, if you
| |
| | Business Communicator (CBC), an author,
|
| will - in the minds of your potential
| |
| | educator, business coach, and an
|
| buyers. Assuming that seed is planted
| |
| | award-winning copywriter.
|
| properly, the mind of your potential
| |
| |
|
