Why DIFFERENTIATION isn’t DIFFERENTIATING today

KEY POINT: There is a better way to compete today in a highly commoditized marketplace…going BEYOND DIFFERENTIATION™.

KEY QUESTION: Why is traditional DIFFERENTIATION (primarily your product or service) NOT DIFFERENTIATING you in the marketplace?

What do we all do when looking to buy something, either as a consumer or a business? We search, and search, and search some more?

WHY?

Because we want to find the product or service with the BEST PRICE, most READILY AVAILABLE, has the BEST TERMS, or has the BEST LOCATION…or some combination of these factors. Right? We all do it. And since the Internet is a part of our everyday life, it is relatively easy. Sure, it takes us some time, but we believe the rewards are worth it. It’s how the majority of people do business today. Not because they necessarily want to, but it has become “the way we do business.”

HERE’S THE PROBLEM FOR BUSINESSES…

When a customer evaluates you on the FOUR FACTORS listed above (Price, Terms, Availability, and Location), you are, by definition, a COMMODITY to the buyer. I know, the ugly “C” word. NO BUSINESS ON THE PLANET wants to be viewed as a commodity. When you do, it means you are competing heavily with other competitors and giving away margin and profitability. NO…