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 🙂
So why in the world do we need another list of sales thought leaders in 2023? Because we wanted a list of ALL sales influencers... not just the Top 10 or 25. We want this page and our Airtable list to be the ultimate resource for finding good sales content producers...
What is the size of your potential market? Who are these companies? Where can I find them? These are all important questions for both new business entrepreneurs and established fortune 500 companies alike. Measuring the TAM for your business helps determine a go-to...
You know buyer intent is important. Successful companies are using it, and you want in. So what are the first steps to get the most out of buyer intent data? This brief overview will outline the best practices, tips and tricks to get the most out of your buyer...