Competitive Differentiation: What Does it Involve?

Definition and explanation

Competitive differentiation involves identifying and highlighting unique characteristics or attributes of a company's products or services that set them apart from their competitors. This can include features, pricing, quality, branding, customer service, and more. The goal is to create a distinct competitive advantage that attracts customers and increases market share. Effective differentiation requires a deep understanding of customer needs and preferences, as well as a thorough knowledge of the competitive landscape.

Why it matters in sales

In the world of sales, being different is everything. As the great Seth Godin once said, "In a crowded marketplace, not standing out is the same as being invisible." A sales organization without a competitive differentiation strategy is like a fish out of water, flapping around gasping for air. This is why it's so crucial to identify and highlight what makes your products or services special, unique, and undeniably better than the competition. The goal is to become the bright, shiny object that potential customers can't resist.

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