Jim Logan

None of us are the only person on the planet to offer whatever it is each of us do to make a living.

If we are, we may well be trying to offer something no one wants. But that's rarely the case.

Most of us have a number of competitors - large and small. So, what can we do to differentiate ourselves from our competition that compels a prospective customer to give us their business? Isn't that really the question all of us face?

Assuming we have something people want and we can deliver it reliably and to an acceptable level of satisfaction, why should a prospect give us their money and trust us with their business as opposed to our competition?

The key is difference.

Truth be told, the real question isn't what's different about your offer. The real question is what do you do different that your prospect cares about to the level of compelling them to choose you over your competition.

The real issue is valued difference.

When you offer difference your prospective customers truly value - two things happen:

• competitive pressure drops
• price falls in the hierarchy of purchase decisions

Why should I do business with you instead of your competition? What do you offer that's meaningfully different to your customers as opposed to what your competition offers?

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