Every successful business is different. Each have their own diverse ingredients, which make up the “secret sauce” of how they do business, and how they are able to keep their offering competitive. This goes beyond the individual characteristics of their service or product. It involves unique processes, systems, and personnel within the organisation.
These factors should be determined for the company as a whole, and for the individual teams. These elements will shape the way you present your offering to the customer. Importantly these inform your conversations, marketing material, and quote and proposal wordings.
The book Start with Why by Simon Sinek will get you thinking about the unique purpose and differentiators of your business. It also gives advice on how to articulate them to staff and customers.
Some points to consider:
- What problem does your offering solve?
- How does your offering compare to your competitors?
- What is unique about your offering?
- What is unique about your team?
Unique. Not Complicated
I ran an asbestos removal company for a few years. Asbestos is a very emotive subject that can create a lot of unease. Our offering provided a professional service that completed the work with all the correct safety procedures and paperwork in place. The team wore clean uniforms and behaved professionally. Our strongest selling point was that we offered a professional service doing everything safely, greatly minimising the risk to the current and future occupants of the property.
Believe it or not the lack of professionalism and care by the majority of our competitors meant that this was a huge differentiator within the local market. In short, your unique offering does not need to be complicated to be competitive.
Pic by Jeshoots.com for Unsplash
Uniqueness Lost in Translation
A common complaint I hear from leaders across industries is that the sales or business development team often promise customers things that the service/technical/product teams just cannot deliver. This shows a disconnect in the depth of understanding of the company offering by the business development team, and a lack of communication between the two departments.
Communication is the key to keeping your offering competitive. The business development team do not need to be technical experts. But, they must have a strong relationship with the technical/delivery department to enable the teams to work through solutions together. Take the time to understand your offering; gain enough knowledge to hold meaningful conversations with the client.
This is easier when moving into a business development role that aligns with your previous technical background. However, entering a new industry or dealing with an unknown product offering requires time and a willingness to learn. Do not be afraid to ask for help. Talk to the technical team and learn from them.
This can help avoid the Technobabble Trap discussed in a previous post.
Further Thinking
Do you have a good handle on the uniqueness of your offering? Take some time to jot it down. Are you talking about it to customers? If not make a plan to start incorporating the uniqueness of your offering in custoemr conversations.
How is your relationship with the technical experts in your company? Does it need work?
What are your thoughts on finding your unique selling points? As always let me know in the comments below or reach out via LinkedIn.