Differentiation: Can You Really Sell Your Kind of Different?

Differentiation: Can You Really Sell Your Kind of Different?

Every day the world becomes a smaller place. Those of us who are not physically connecting to other parts of the world through our travel schedules are instead intrinsically linked to all corners of the planet by the ubiquitous internet and all its associated homogenising qualities, including:

  • 24 hour world news
  • Globalised advertising campaigns
  • A myriad of communication opportunities through social networking

To put it bluntly, the world is shrinking and standing out in that tight crowd is a real challenge for 21st century businesses.

To meet this challenge, many organisations realise the value of emphasising and selling on their differention: factors that set them apart from their competition. But are companies going about this process the right way?


How Different is Your Differentiation?

There is a refined approach to understanding how ‘being different’ actually works.  Simply saying ‘we are different’ has become a somewhat blasé position that companies adopt as they seek to rise above crowded market places.

There is a genuine lack of understanding here about how refined sales techniques are required for any firm to get the best out of the differentiation they are trying to take to market.


It is no good simply saying to staff, ‘Look, we know we are different, lets make sure we play to that strength’, when staff are lacking the right skills needed to take that determined position out there and win new clients


Specifically we see the need to focus on a symbiosis between marketing and sales teams. Getting a clear message of your company’s actual differentiation comes more easily if more staff are in the loop about defined positions.

Getting your internal communication right is absolutely vital. But this is a process many staff members will need to learn and be educated upon.  You cannot presume that this kind of communication comes naturally.

It is crucial to engender collaboration between marketing and sales teams through training on the principles of good communication and learning from market feedback. These skill sets are not necessarily inherent to the DNA of a staff group.

Companies want to get a clear message of difference and uniqueness out there, into their crowded and bullish market place. They must ensure that their people are fully equipped with more than adequate training to make a success of what they believe makes their service or product exceptional.