Understanding your point of difference, why it’s important and how to promote it

Your point of difference is the biggest thing you have going for your brand and / or your business.

Take a look at your competitors; what makes you different? Let’s just say for arguments sake that you are located on the opposite side of the road from your biggest competitor. You offer very similar customer service and use the same sales process. You both offer pick up or delivery within 24 hours… so why would a customer chose you over your competitor? 

Your point of difference.

The only way you can stand out in a sea of sameness amongst your competitors is by having and promoting a point of difference. It’s what makes you ‘talkaboutable’, which is the greatest (and cheapest) type of marketing you can do!

Now don’t get me wrong, your point of difference may just be your customer service or sales process, it may be that you are geographically located near your customers, or it may be great delivery times. That’s fine, so long as you are aware that that is your difference, and you promote it as much as possible.

You can either fit in, or you can stand out. So how do you define your point of difference?

1. Understand your audience: when you truly understand your audience, you can find your niche. Where do they live, how old are they, do they have family, what are their hobbies, how do they like to shop, what frustrates them, what delights them… you get the picture. When you completely understand your audience, you know how to talk to them, what triggers them to purchase, and what they will look for when purchasing your product or service over a competitor.

2. Acknowledge your strengths and weaknesses: by having an honest conversation with yourself and your team, you will understand where your strengths and weaknesses are, and where you can improve in order to better serve your customers. Who knows, you might decide to completely overhaul your customer service processes and make that your point of difference!

3. Study your competitors: take a deep dive into your competitor’s business and see what it is that they do well. Why is it customers chose them over you? Or, what is it that they do poorly? Is there a gap in the current offering, that you can fill?

4. How do you show up: how you and your staff show up each day is just as important as your product or service. Are you and your staff excited to come to work? Is there a motivated and cohesive work environment? Or are people just showing up so that they can leave at 5pm on the dot and get their pay check at the end of the week? How you and your staff act at work, says a lot about your business. If you don’t want to be there, why would your customers? And if that’s the case, that should be your major focus before you work on anything else.

5. Do you have a secret weapon: take a look at your business and determine if there’s anything else that might set you apart from competitors. Are you environmentally sustainable? Do you manufacture differently? Are you Australian made? Have you won any awards? What are your turn around times? People love to know these things, and they also love to know what it is that you value. Define it, and let them know!

6. Know your worth and choose your price: people won’t necessarily shop with you because you’re the cheapest. And they shouldn’t. Although price is often important to most customers, once you take all of the above into account, focus on promoting your worth and your value. When customers perceive that they are getting value, because they actually are, they are more likely to recommend you to their friends.

7. Finally, how do you market yourself? You can’t sell a secret. So you might find that while you do actually have a great point of difference, you’re not getting your message out there so people don’t know that you exist. There are a million and one different ways to market yourself, so start talking to your customers and let them know just how awesome you are!

Need a hand on defining your point of difference, or points on how to become talkaboutable? Contact me today and book in a free 30 minute Connection Call, valued at $220.  

“If your customer cannot differentiate between you and your competitor, they will make a choice based on price and not value.” Keith Abraham.