What are the things that make your organisation different to
others? Differentiation is your secret
sauce. It is the thing or things that your customers find valuable and keeps
them coming back for more and why they buy from you.
Building and maintaining the things that make your
organisation different to others and of value to your customers isn’t
easy. To be different you have to build your own
path and follow it. You also have to do
it with conviction. Whenever I ask the
question “what makes your organisation different”, the responses vary, with
common responses being; “our people” “the
things we make or do” or simply “Price”.
Understanding your difference and value in all the things
you do is critical if you want to stand out from the crowd. It starts with a clear understanding of where
you do things better, or differently and how difference and therefore value is
created.
Difference doesn’t happen by chance, it is planned. It’s about making sure what you create and
deliver is valuable to your customer.
Here are 8 things organisations that differentiate do:
Always deliver on their promises.
Build difference and value into business
process, products and services.
Manage and train distribution channels.
Don’t confuse differentiation with brand.
They have good process but people and
relationships are front and centre.
Communicate – they let the customer know exactly
what is happening and when.
Make what they do difficult to copy.
They value the network effect – the more people
use their products and services the more value is created.
If you need to work on your businesses differentiation or
value creators, register for a free 15 minute call and let’s have a chat about
the things you need in your toolkit to build the difference you need.
