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