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