Every market is now saturated and more competitive than ever before, guaranteed if your reading this you feel the same. But the biggest issue is every company we come across is saying exactly the same as every other company. NO-ONE seems to be saying anything different.
It doesn’t matter which market we look at financial, technology, managed services it’s the same old vanilla copy and message being used.
So why is this an issue? Well if you are selling vanilla like everyone else then you are leaving the buyer with only two ways of choosing you over the competition; they like you more or your cheaper. Neither of which we would suggest are good reasons for being chosen. Even if they like you more the potential will client will come back to you with lines like “We really like you and want to work with you but we have found this other company who will do the same thing for less”. Of course you have never heard this……
But the fault is well and truly laid at your door. If YOU can’t tell the prospective client what you do different to anyone else, then what else can you expect? The way I often explain this to companies is like this. If you have two types of vanilla in front of you that look identical and one is £5 and the other £3. Which would you buy? The £3 piece of course.
Now if I tell you that the £5 vanilla was freshly picked in Madagascar the morning before, deep frozen within the hour of picking and flown directly to the UK and is the freshest vanilla on the market. Which would you now choose? Your answer may still be the £3 vanilla, however you now know why the other piece is £5 and not £3.
The same is true of your business.
The benefits of doing this are many;
You needn’t discount as you are saying why you are £5.
You can get rid of time wasters quicker as you have defined your ‘why you’ message.
You attract the types of clients you wish quicker and grow a healthy business.
The negatives of not doing this are many also:
You will create relationships where the client is in command and only see you as a supplier.
You will waste a huge amount of time speaking to businesses who either haven’t the money to work with you or will try and discount at the point of purchase.
Your business loses its balls and over time and becomes a ‘we’ll work with anyone’ business.
A client we recently did this with who works in IT recruitment had a five year plan to grow from £2 million to £10 million. Within six months they have won a contract that will take them to £14 million.
Want to know how to stand out? How to create a difference in your market? Read my book ‘why you?’ link > you can download it for FREE or if you feel flush buy a copy. Or maybe give me a call we love making clients lots of money through their marketing. My main advice though…STOP BEING VANILLA!!!!
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