One of the three main jobs of branding is to separate your company from the pack. This is especially important for independent dealers because we do a lot of business by taking business away from our competitors, particularly those that are much larger than us. So it is essential that we be perceived as different but that’s not enough. We must not only be different but we must provide a difference-maker for our customer’s business.
The Option is Same Old, Same Old
If you are not thinking up and pushing out difference-makers in your sales process then you are selling same old, same old. We all know where that winds up…price is always part of the sales equation but leading with price is selling uphill. Your marketplace is ringing with “we have the lowest price” or “enjoy savings with us” so that price has turned into white noise. Besides, I can get the best price on the internet without leaving my chair. I have interviewed 50 million dollar sales people and they consciously avoid “price only” customers.
Infinite Variety
Difference-makers come in all sizes and shapes. The most successful ones are usually rooted in some type of expertise. Here are 8 types of difference makers:
1) A specially designed solution or process that is directly dialed into a customer want
2) A mini-book or book that establishes you as an expert and helps or entertains your customer
3) A value-add in the form of a complimentary product or an extra service that enhances the worth of your product.
4) Making something complicated for your customer very simple.
5) A unique delivery system that is faster, simpler, better
6) An app that helps your customer do their business better
7) An conspicuous event that educates or entertains
8) A secret formula or process – your “secret sauce” that makes a difference
The number of difference-makers is endless. In our branding map process, we shoot for at least five including one flagship difference-maker that most defines your brand. Use difference-makers in your selling cycle and marketing and you will secure the competitive edge over your competition.
Brand well and prosper!
Andy Cleary
Great seeing everyone at EPIC and ECi Connect!
Orbit Design – The home of Genius Simple Branding and the Marketing Machine.