What truly sets You apart from the Competition?

The more people I meet in business, the more I realise so few of them do themselves justice when telling potential clients what they do. Whether at an informal networking event or in the boadroom very few people have mastered the art of verbalising the benefits of their products or services.

The 3 most common reasons given for choosing one supplier over another are price, quality of staff or product and the ubiquitous claim about superior customer service which in most cases is nonsense. Taking the pricing issue first it seems that there is always some idiot prepared to do it cheaper than you. Proving the quality of staff or product is difficult without third part testimony via case studies and testimonials or guarantees. As for claiming 'good service', well just try and write down on a piece of paper what you think you do that none of your competitors do. Not easy if your honest with yourself is it?

I cannot tell you how much easier your lives will be if you work with your colleagues to answer the following questions:

Why do I need your products or services at all? Why should I buy from you rather than someone else? and finally, Why should I buy it now? Let me know how you get on.