The Differentiation is in the Details
Published: January 14, 2011
Every business needs to distinguish itself from the competition. For most companies, there are many competitors. So how do we win new business and keep our existing customers? The differentiators are often very subtle. This impacts new companies as well as those already established.
We are in the technology services space and have thousands of competitors. I'm sure that some of the prospects we talk with say our proposal looks much the same as the other ones. All of the companies in the running know the technology, but the level of experience may be different. We each have references, but how do we demonstrate that we collaborate with our customers to get the most out of the technology? This only shows up years later. Our team is passionate about helping customers succeed. How do you write that in a proposal?
It can be frustrating when you lose a deal to the competition and you know the end result isn’t going to be what the prospective customer needed or wanted. It’s easy to forget the subtleties. But that’s when it is important to remember that what differentiates your firm from theirs is what will likely bring that prospect back to you in the end.