So You Think You're Different. Really?

I'll get straight to the point.

You think you're different, but you're not.

Well, at least - not if I listen to how you differentiate yourself.

I’m often asking business owners a couple of really simple questions.

1. What makes you different?
2. Why would I buy from you instead of your competition?

Unfortunately, almost without exception, the answers supplied are entirely predictable.

Any of these sound familiar?

• We have superior customer service. 
• We sell quality products.
• At affordable prices.
• We understand your needs.
• We have the best technical knowledge.
• We offer a complete solution.
• We are all about the customer.
• We have years of experience.
• We exceed expectations.
• We are friendly and accessible.
• We are results driven.

Really? 

These aren’t differentiators, these are basic requirements for any business looking to actually get somewhere.

Don’t believe me? Just look at any of the above in reverse.

• Our customer service is really crappy.
• The products aren’t much chop either.
• But don’t worry, you can’t afford them anyway.

I could go on, but you get the idea….

Standing out in a sea of sameness

Customers today are spoilt for choice in almost every industry. 

So how do you differentiate your business from everyone else?

I’ll give you a hint. 

Saying pretty much what your competitors are saying is not going to help.

[dif-er-uh nt, dif-ruh nt] adjective

1. not alike in character or quality; distinct in nature; dissimilar:
2. not identical; separate or distinct:

Get it? Distinct and not identical. Why does that have to be hard?

Your customers come to you because they have a problem that needs solving. If you can focus on that, rather than yourself, you’re most of the way there.

About the Author: Alistair Dent is a business advisor, consulting accountant and the managing director of Quantum Advisory. The team at Quantum Advisory help business owners right around the country supercharge their companies, become more profitable and plan for the future. You can find out more about QA by following their LinkedIn page or checking out www.qagroup.com.au 

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