On the one hand, this is true. New approaches and uniqueness always come with risks. However, banal copying of successful players on the market can also carry significant risks.
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At the very least albania phone number resource the lack of innovation and improvements may raise a legitimate question about why anyone should contact you at all. After all, market leaders will provide the same services, but they will have a number of advantages:
Solid reputation and guarantees;
Lower risks;
Experience and recommendations of a large number of clients;
A model built on our own mistakes, refined to the smallest detail.
So you have to be different. Maybe just in one way, but in a way that makes you think about ditching your competitor's services in your favor.
How to differentiate yourself from your competitors
What is competitive differentiation?
Differentiation from competitors is a set of brand, quality, and overall business management measures that help customers differentiate you from similar companies and give them significant reasons to choose you.
This process consists of two elements:
One or more advantages that competitors cannot offer or do not claim;
A strategy for promoting these benefits that will get you noticed by potential customers.
Notice one detail in the definition - it's not about being radically different from your competitors. Unless, perhaps, in exceptional cases where you actually offer something grand and unique. Otherwise, the most effective approach is to choose a limited set of benefits and make them your trademark.
Oddly enough, there are experts who claim that any differences, even nominal ones, are enough. But practice shows that this does not work. It is necessary to take care of the differences that matter to customers. Provide them with what solves their problems. A unique slogan or corporate style are important, but not much.
Real differentiation from competitors occurs when, upon hearing the name of your brand, a person thinks: “Yeah, these are the guys who are known for their…”. If you have something to fill the end of a sentence with, and it will definitely be about you, then differentiation from competitors has worked effectively.
For example, at Koltach we offer a variety of digital services and products to increase our clients' sales volumes. This includes call tracking, end-to-end analytics, and dozens of integrations. Surprisingly (not), we have a unique corporate style, slogans, and other distinctive features.
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We are not pioneers in developing some products, but this is not essential. We know for sure that those who are immersed in the field of online advertising, digital marketing and sales in general can say about us:
"These are the guys who run Callday" or
"Yes, this is the company that came up with a powerful targeted call recognition service."
It is precisely through unique, memorable facts that a competent differentiation from competitors is formed.
Is differentiation from competitors really important?
Is Differentiation from Competitors Really Important?
Skeptics and opponents of the differentiation method argue their position by the fact that such an approach distracts clients from their needs and requirements, concentrating their attention on comparing the company with competitors.
The argument seems reasonable, but only on the surface. It doesn't take into account how people make decisions in the real world.
Buyers of professional services are faced with a huge choice in the marketplace. What's worse, the vast majority of these service providers offer more or less the same services. And they talk about themselves more or less the same:
They tout their mysterious, triple-patented process;
Their great people;
Our commitment to quality and fundamental values;
They even look alike with their logos and cliched photographs.
In this situation, all that remains for the buyer is to choose the company with the most serious reputation and history. Perhaps with the lowest cost.
However, companies that can push unique messages that stand out from the crowd have a better chance of attracting attention and can position themselves more effectively than their more established peers.
We are talking about those who are ready to focus and suppress the desire to provide all the services in the world to everyone. Differentiation from competitors and specialization are far from synonymous, but these concepts go hand in hand.
Specialists have a psychological advantage over their more unfocused colleagues. Buyers consciously or intuitively perceive specialization positively. For them, it is:
More in-depth experience in the relevant field;
Ability to solve problems faster, with greater accuracy;
Provide the best service.
Specialized companies can rightfully charge higher prices. They are 3 times more likely to become fast-growing firms than their non-specialized competitors.
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List of documents for LLC registration
How to identify factors for effective differentiation from competitors
When choosing a USP, you must check each thesis on three points. If they do not correspond to at least one, feel free to get rid of them.
This is true?
Don't be fancy - be realistic about what you have. Some companies advertise their "patented" product without realizing or perhaps caring that it is not significantly different from the competition. Most buyers can tell when they are being misled.
This rule can be broken in some cases. In particular, if the company already understands what changes it needs to make, but this requires a significant amount of time. In general, during the restructuring process, you can talk about what you will definitely have, but keep in mind that this way you are taking on significant obligations. In this case, the following two rules must be followed.
Is this relevant?
Think about your customers and their problems. Do they care about what you think is important? Is it related to the problem that keeps them up at night? Or is it just marketing noise?
This test can be tricky because it’s easy to assume that customers share our feelings and opinions about our business. This is where you need to take some distance. It might be worth bringing in an objective third party to provide their perspective, or better yet, find out what your customers are really experiencing by conducting research.
At the very least, this is an important point to consider in order to change your thinking and remove biases. Start with denial—try to convince yourself that this proposition or difference is irrelevant to your customers. If you find yourself struggling to justify it, then this proposition probably doesn’t belong in your positioning.
