Issue Number 3 - Your Differentiating Claim

To put it mildly, we all live in a very competitive business environment. As the availability of information has grown and a new generation of very computer literate customers have moved into positions of responsibility, the entire scope of how business is conducted has changed.

The interaction with a salesperson is now one of the last steps in the buying process instead of the first. Just think of one of your more recent big-ticket purchases as a personal consumer. My last automobile purchase (Actually a truck) consisted of multiple dealership reviews online for options and pricing well before I ever drove to a local dealership. There was no negotiating at the dealership. After a test drive and a question-and-answer session, it was off to the finance manager to arrange a loan and schedule a delivery time.

The saleslady was pleasant enough, but she was new in her position and struggled to answer some questions about the vehicle. Consequently, she was almost a non-factor in the final decision to make a purchase.

Just like an automobile dealership, you may be representing a product that can be found through multiple outlets and is essentially the same. Count yourself very fortunate if you represent a unique product that has distinguishing characteristics versus your competition.

As a company and a sales team, it is critical that you differentiate your product and service in the marketplace. As we all know, it is the kiss of death if price is your only differentiating factor. The only way to go in that situation is down, in more ways than one.

There are several scenarios that are possible.

Number one is that you truly do have a product or service that has distinct advantages versus your competition. In that case, it will be important to detail those items with some well conducted research to verify your claims. Your firm may be able to document your approvals by commonly known engineering standards or outside testing agencies. A patent is a common way to extend your time advantage as long as possible.

If your product falls in the services area, then it is a little more difficult to substantiate your advantage. In this case, it is suggested that statistical documentation about the quality of the service and third-party references from actual end users have proven to be some of the best ways to back up your claims.

A company publication that is available internally and externally is a good concept that allows you to publish success stories.

Press releases can be developed and used to promote awards, anniversaries, mergers, product releases and community involvement.  

This is an area when knowledge of the standards that apply to your product and having a library of research papers readily available is wise.

Be sure to have electronically transferable documentation, literature, and instruction manuals available for use when it is appropriate.

Be prepared to submit samples for trial applications or schedule factory visits to demonstrate the manufacturing process and quality program.

Work to develop a ten-word statement that works as a “tag line” for your product or service. A common example might be a local police department’s logo painted on their vehicles. “To Protect and Serve” is a four-word statement that conveys the essence of their mission statement. As you seek to drive home your differentiating factor, having that tag line and using it frequently helps to drive home your winning difference.   

Number two is an item that is very similar to other products in the marketplace. From a marketing perspective, you can position that product to attract a market segment.

However, if you are promoting your product to a broad range of prospects, then it will be necessary to focus on the pre and post purchase services associated with your company to establish a differentiating factor. This will be a common issue in the industrial distribution marketplace.

It will be necessary to objectively evaluate as many operational, customer service, training, and post-sale services as possible to make truthful claims about the decision to purchase from your company.

During my tenure in the safety and clean room supply business, we were able to compete extremely well based on product availability because of multiple locations and communications/inventory management software system the company had installed.

Think about the ease of conducting business with your company versus your competition. Are there aspects of business that you don’t get involved with? Be sure not to overlook things like delivery systems, order transfer and software updates. Interview your IT associates to discuss aspects of customer interface that provide service advantages.

Develop a list of items as you work in the field to communicate to your marketing department for use in your differentiating claim documents. Remember, you are the eyes and ears of the company. It is imperative that you stay competitive in the marketplace.

A word to senior leadership will be necessary as well. Senior management needs to develop systems and methods that provide a competitive edge for the sake of profitability and long-term survival.

Be sure to use your logo in conjunction with your short tagline in this case as well. Remember, what the customer perceives becomes reality in their mind. You should always be zealous to protect and preserve your company’s reputation and image.

Part of the differentiating factor is how you conduct yourself with the customer. This includes personal grooming and choice of clothing.

If you are attempting to differentiate yourself as an individual salesperson? It’s recommended that you take the Fascinate test developed by the Sally Hogshead organization. There is a modest expense, however the test results and the explanation will help you understand how the marketplace perceives you as an individual. That information can be used to set yourself apart.

A final thought for this section is the question:

Does it matter to the customer?

It is your job to explain the benefits is such a way that they truly understand.

Author Gary D. Seale - MBA

Trucon Communications

March 18, 2022

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