Differentiators – Stand Out From Your Competition
The main ways to stand out from the competition depends on what problem you solve and how you solve it.
A market research blog by Priority Metrics Group states that a “difference is worth establishing when it meets at least one of the following criteria:”
- Valuable: the perceived benefit exceeds the cost
- Important: delivers a benefit critical to success
- Distinctive: unique or offered in a distinctive way
- Superior: better technology, faster
- Emotional: ties to a core emotion — love, hate, desire
- Communicates: understood and visible
- Preemptive: cannot be easily copied
- Affordable: customers can pay the higher price
- Profitable: contribution (margin times volume) exceeds cost of difference
In order to identify which criteria are best to focus on, it’s easier to look at your current customers and understand what was the hook for them.
With Lead411, I did an exercise where I looked at our G2Crowd reviews for common words that are associated with the differentiating criteria above. Words like: Time, Cost, Customer Service, Love, Hate, Price, Success, Easy, Fast, etc. I looked for patterns and was able to see how our customers really felt, which is what I use in our marketing.
For Lead411, our customer reviews mentioned the following by frequency:
- Easy/Easier (31%)
- Time (22%)
- Price/Cost/Affordable (21%)
- Accurate/reliable (20%)
- Best (16%)
- New Leads (11%)
- Love (10%)
- Quality (10 %)
- Customer Service (6%)
- Useful (5%)
- Success (3 %)
- Fast (3%)
- Inaccurate (1%)
- Hate (0 %)
This was a useful exercise to identify what words our customers are using when describing Lead411. Using these words I was able to establish differentiators which I use in marketing content for the company. It is important to note that looking through the words used in our reviews, I determined a positive/negative connotation and also combined results for fast/faster etc.
Seeing “Easy” and “Time” at the top of this list is consistent with our perceived value and superior technology as differentiators in our market space. We strive to make our solution easy to use for our customers, so they can save time finding ideal prospects quickly. It was also nice to see that people love our solution more than they hate us 🙂
A powerful email finder can make the difference between closing deals and chasing dead-end leads. While several email finder tools exist, Lead411 stands out as the top choice for B2B sales. In this article, we'll explore why Lead411 is the best option and discuss...
After creating our list of Top Sales Influencers many people asked for a list of the Top Influencers based on engagement. They weren't super concerned about the number of connections or the growth of followers. They wanted to know whose content was engaged with the...
What are the newest trends in sales? What are some great tips and tricks to help my sale process? How can I succeed in today's modern sales landscape? These questions among others are addressed by some of the top Sales Experts in their own sales podcasts on...