The Real Differentiator

Are you concerned about all the competition for your business these days (and who isn't)? Are you worried your clients may "jump ship" if they find a competitor with a lower price? Here's how you can stand out and get more sales without cutting your price.

A recent discussion on being passionate about your business in a PPAI LinkedIn group got me thinking about what I call "the real differentiator." Matt Davidson, of Richmond, Virginia, shared this great insight. He said, "Passion is doing the things, often little things, others won't or can't do." He quoted Scott McKain, author of Collapse of Distinction, and a keynote speaker at Expo in 2010 who said "the new definition of business is to provide a series of 'Wow!' moments to every suspect, prospect, customer, client and advocate so that loyalty is secured."

Those extra little touches or "Wow" moments that McKain so aptly describes in Collapse of Distinction are the key to differentiating your business from your competitor's business and to getting more sales without having to cut your price.

When prices and products are similar the big question on your prospect's mind will be "why should I give you my business?" In today's economy it's not enough to just keep your clients satisfied. You need to go the extra mile.

Here's the good news: You don't have to have a big budget or be big a company to stand out. It's those extra little touches that you provide that your clients will remember. It's the supplier that offers free virtual samples, free shipping or quality guarantees. It's the supplier that returns your calls very quickly and always has someone there to answer your questions, even during lunch hour. It's the multi-line rep who helps you with a great new idea that you may not have thought about on your own, or goes on a sales call with you to help secure the order.