Having a differentiator means there’s something specific that you do differently in your league of business that separates you from all others. Sounds simple, right? In real life, we know that’s not the case. Choosing which strategy to use, the approach to take to attract new customers, and working on your differentiator at the same time might be a lot of work! Here are some things to consider, both in how you do things and how you present those things you do. 


The Specialization differentiator:

Clients in different industries search for a company that specializes in a specific area/service/product. This is a great opportunity for businesses to gain more exciting work with higher-level brands if they can determine a focus and make an ongoing effort to market this expertise. 


There are different ways and areas in which you can specialize by choosing an industry, capability, service, or even by having access to unique information. Some of the benefits are:

  • Brand equity: The saying “perception is reality” often applies and, in this case, how the customer perceives you make a good difference in your business. In the words of Paul Boag, “This narrows down how many other companies can compete with you for that specific work. Furthermore, you can offer services that are not replicated by automated tools or that justify being a permanent part of an in-house team.”
  • Efficiency: When you specialize, you become an SME, you have a better comprehension of the subject at hand, and your learning curve is shortened.
  • Networking: Because of the people that will now surround you, you will be able to get closer to people that are related to your field, and that can help you grow and have more profitable relationships. 


The Technology differentiator:

In this era of Big Data, technology is not only encouraged but needed to provide a successful customer experience. Utilizing automation and best in class platforms can provide familiarity and confidence to the prospect who may be using the same things inhouse.


Technology, however, is not a strategy; it is something that we all have and use. How can you use it to your advantage as a differentiator? Be mindful of the platforms you select for your business and how an integrated MarTech unit can work towards a better understanding, implementation, monitoring, and overall service of your prospects and customers.


Finding a solid differentiator in at least one key unit in your business can directly affect your growth rate in a positive direction. Read for more about differentiators.

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