Keys to differentiation

By Linda Julian

We all know how difficult it can be to differentiate ourselves from our (often very) successful competitors.

However, differentiation is critical to a winning proposal  -  without it, you will simply be "one of the pack.

Four keys to effective differentiation are:

• focus on what your client thinks is important  -  not only on what you think is important
• quantify the impact of your differentiator on your client's business
• demonstrate the impact by substantiating your claim, using relevant examples or testimonials
• ensure your value is derived from something unique in your systems or processes, not from service features or operational efficiencies

Differentiation confers many benefits.  It’s worth the effort to distil what distinguishes you and your service from a sea of alternatives.