Category: Differentiation

Use clients to validate your differentiation

I have written before about the importance of small business owners setting their businesses apart from their competitors.  It is essential that the points of difference they promote are difficult for their competitors to copy or negate.  This gives a

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Think beyond transient differentiation

In a world full of products and services that look alike, small business owners in particular need to give more attention to making their business stand out from the pack.  This is not easy but the value of doing so

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Learn something from every lost sale

It is, of course, always bitterly disappointing to lose a sale.  This is especially so if your sales cycle is long and you need to invest considerable time and effort into each sales campaign.  Some businesses are fortunate and enjoy

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Look alike suppliers rarely thrive

Small businesses struggle with differentiation.  If you appear to be just like your competitors then the only way prospects can differentiate between the different suppliers is on cost.  If suppliers are equal on all other measures, prospects will obviously buy

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Lack of differentiation is a widespread problem

Given the difficult trading conditions facing most small businesses it is surprising that so few manage to differentiate themselves from their competitors.  If you run a small business and have developed one or more meaningful points of difference, you are

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Use key staff to create long-lasting differences

Developing points of difference between your business and your competitors is one of the critical success factors that will determine the long-term success of your small business.  There are many examples of small businesses that look the same as their

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