Our customers cannot see a difference between us and our competitors.

Its very unusual for any company to have no competition.  For many aspects of your solutions there will be another company that offers a similar or even identical solutions.  There may be a range of competitors offering a range of solutions that overlap with what you offer.

To understand how you are positioned, consider

  • what the customer wants
  • what you offer
  • what your competition offers

The chances are, there will be overlap between all three - at the very least, your offering should overlap with what the customer wants!  When promoting your solution, you need to focus firstly on how your product solves the customers needs and then the unique aspects of your solution that the competition cannot offer.  These are the elements that will fully differentiate you from the competition.  They may not be huge but if you can make them significant in the eyes of the customer, then it will be significantly to your advantage. 

Two of our training modules may help:

Why are you unique?

Why do you do what you do?

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