Can your current and prospective customers tell the difference between your products and the competitions’ products?
How do your products and services differ from the competition? Are you really sure?
When was the last time you asked your customers and prospective customers that question?
Too many companies have either developed ‘Me too’ products and services or they have failed to understand the needs and perceptions of the prospective and current customer well enough to highlight the important differences in their promotional efforts.
Businesses struggle because they develop products lacking differentiation, and many businesses fail to clearly communicate the unique value their products and services offer the customer.
Take some time, sit down and then compare and contrast your products with the competition. Do it internally with your team, then bring in some customers – prospective, current and former.
Yes, it takes some time and your schedule is jammed – but what could really be more important than making certain that your products and services are being developed and promoted properly?
Differentiating your products and services from the competition so that you address unmet needs while delivering unique value will have a tremendous and positive impact on your sales.
