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 🙂
Recent Posts
Lead411 Reduces Risk Associated With Losing Customers To New Jobs
Lead intelligence platform captures job changes, tracks sales champions and mitigates risk associated with losing champions to new jobs April 18, 2016 — BOULDER, CO. — Losing valuable sales champions to new roles or different companies can lead to customer churn and...
Two Accolades For Lead411 Last Week!
In the past year we have made a ton of improvements. We have been working really hard with you to figure out what you need and how we can step up our game. Because of this we have seen a HUGE increase in customer satisfaction and that is reflected in our ratings...
Lead411 Named Top Performer in Sales Intelligence
Lead411 was named a “Top Performer” by G2Crowd in its recently published Sales Intelligence report. The report compares aspects of Sales Intelligence products to help users select the best product, get the best deals, and set realistic budgets. We were ranked above...