Communicating Your Point of Differentiation is Only Half the Battle
Many experts are telling business owners and CEOs of small businesses they need to be different but often ignore this part of the equation.
If your point of difference isn’t valued by your prospective clients, it won’t bring you more business.
In the end, what is most important about any point of distinction is that in the eyes of your ideal client it’s viewed as valuable.
This will also play into your ideal client’s selection criteria and buying process. Any differentiators that aren’t valued by a subset of prospective clients is a wasted effort.
I once had an IT consulting firm that believed their strongest differentiator was their firm’s flexible managed IT engagements. Their competitors certainly could not make the same claim. But, when we interviewed their clients, we discovered they didn’t VALUE flexibility much at all. So much for a strong differentiator.