In a recent conversation a sales manager told me that his product was the same as all his competitors. I was appalled. Having used his product and his competitors’ products I knew this was not true. If you are the same, you have a commodity and the only factor that matters is cost. For a commodity, if you’re not the lowest cost provider, you’re out of business.
You have to stress what makes you and your product or service different. That includes ease of use, how it ties in to other products, do you combine different services, or personalization of a product. You need to focus on what is different about your product, not what is the same.
If you don’t have a differentiating factor, ask yourself why someone should use your product or service. If you can’t think of a reason, you have a big problem. Find that reason and bang the drum until everyone knows it.
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