One of my favorite phrases from someone talking about their business is that “we are different from all the other companies that [whatever their product or service is].” Really?
Simply declaring a difference does not make it so. Using buzzwords like “consultative”, “relationship oriented”, or “our approach is unique” still sounds very cliche. And it is not a differentiator. Your competitors talk like that, too. I know. I talk to them everyday.
Your difference is founded in your ability to share a story that reveals your particular uniqueness. That uniqueness is fundamentally based in how you worked with a customer or client to solve a particular problem or challenge they thought could not be fixed. Those are the conversations that give people a sense of your ability to be unique, hence different.
Declaring your business different from your competitors is simply that, a declaration. Until you can articulate how effectively you listen, learn, and solve problems, you and your business are simply another peddler in that particular segment. You can declare a difference all you want. Until you can demonstrate what it really means to be different, you are still standing in the crowd, not apart from it.
Dave Cooke has recently launched his program the Sustainable Revenue Formula™ (SuRF), which provides businesses a comprehensive formula for effective and sustainable revenue growth. If you are interested in obtaining a copy of the white paper, “Revolutionizing the Future for Today’s Business”, please contact me: dave@salescooke.com.