August 9th, 2012
Comparisons are vital in any business, unless you are in the rare place of offering a truly unique product or idea. It’s important to offer a comparison of what you offer compared to your competition. No one wants to spend a lot of money on something just because it’s the middle of the pack. No, there must be distinctives that show your product or service to be better than what your competition offers.
The secret is to show your strengths without making your competition look bad. Here are a few ideas on how to do that:
- Do not mention the name of your competition.
- Give clear examples of the benefits of your offering.
- Highlight your distinctive or disctinctives.
- Admit weakness. Then your potential customers will see that you are aware of your problems and are willing to adjust as needed. In turn, that demonstrates your willingness listen to them.
- Do not promise something you cannot deliver. It’s better to under-promise and over-deliver.
- Smile. During the Olympics, did you notice how much easier it was to love Missy Franklin than Michael Phelps?
Go forth and grab new customers.