;
It’s really important to think about your competitors when developing strategy and trying to develop a unique differentiated position for your products and services.
But when you’re selling – actually communicating with customers – thinking about your competitors, or even your differentiators, can be a huge mistake.
What customers are primarily interested in, of course, is what you can do for them: the end results or benefits they get.
But when you think about your competitors your focus turns instead to yourself and what you do – and how it’s different from what they do. Your communication begins to move away from being customer-focused, to being seller or product-focused.
In fact, in the majority of cases, the best way to differentiate yourself is not to think about your competitors; but instead to focus purely on the value you bring to your customer.
If you can really understand that value – and communicate it clearly to your customer – then 9 times out of 10 you’ll be the only one doing so. And that in itself will be a huge differentiator.
Ian
PS The picture is Mr Forgetful, of course.
Follow Ian on 
Connect on 
Connect on 
Blog updates via 
{ 1 comment… read it below or add one }
Ian,
A great posting and, as usual, you hit the nail bang on the head. It’s easy to get carried away in the excitement of the moment and start talking about ourselves.
My daughter brings me back to earth if ever she hears me doing this with a cute girly-voice exclamation, directed at me, of “I’m so special!”. Humbling to have a 7 year old pick me up for being too excited by myself.
I love the new picture too, far more relaxed looking, you’re obviously making big sales
Lee