{"id":9886,"date":"2019-10-14T09:00:04","date_gmt":"2019-10-14T07:00:04","guid":{"rendered":"http:\/\/passodue.flywheelsites.com\/2019\/10\/14\/be-different-to-be-successful\/"},"modified":"2020-12-20T12:37:32","modified_gmt":"2020-12-20T11:37:32","slug":"be-different-to-be-successful","status":"publish","type":"post","link":"https:\/\/diariodiunconsulente.it\/en\/2019\/10\/14\/be-different-to-be-successful\/","title":{"rendered":"\u201cNo one like you\u201d: be different to be successful"},"content":{"rendered":"<p><span style=\"font-size: 18px;\">by <a href=\"https:\/\/diariodiunconsulente.it\/en\/about-us\/\" target=\"_blank\" rel=\"noopener noreferrer\">Alice Alessandri<\/a> and\u00a0<a title=\"passodue\" href=\"https:\/\/diariodiunconsulente.it\/en\/about-us\/\" target=\"_blank\" rel=\"noopener noreferrer\">Alberto Aleo<\/a><\/span><\/p>\n<p><span style=\"font-size: 18px;\">The main aim for any business or professional is \u2013 or should be \u2013 finding out what makes them <strong>different<\/strong> from all other competitors. Why is that? We are now living in <strong>mature markets<\/strong> packed with offers which are very similar to each other in terms of quality, prices and features. Such <strong>standardization<\/strong> doesn&#8217;t help clients find their way through the various options available, forcing them to choose uniquely depending on the price. This situation is useless both for businesses \u2013 which are forced into a very dangerous <strong>cut-price competition<\/strong> \u2013 and for clients \u2013 who have very few parameters to consider when purchasing, and witness a decrease in <strong>quality<\/strong>. <strong>Differentiation and creation of value<\/strong> are two interconnected concepts:<\/span><\/p>\n<hr \/>\n<blockquote><p><em><span style=\"font-size: 21px;\">in order to stand out within your market you have to add value to what you are doing!<\/span><\/em><\/p><\/blockquote>\n<hr \/>\n<p><span style=\"font-size: 18px;\">What kind of value? Let&#8217;s try and examine it together\u2026<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-9214 size-full\" title=\"be different\" src=\"https:\/\/diariodiunconsulente.it\/wp-content\/uploads\/2020\/12\/stand-out-from-the-crowd.jpg\" alt=\"be different\" width=\"1536\" height=\"1024\" \/><\/p>\n<h2><span style=\"font-size: 32px;\">The 6 main rules of differentiation<\/span><\/h2>\n<p><span style=\"font-size: 18px;\">Following the pattern presented in our article about branding, here are some points you can consider in order to <span class=\"text-highlight\"><strong>differentiate your business<\/strong><\/span>. Five have already been examined in other articles you can find in this blog (specific references will be provided), whereas the first one is completely new and we&#8217;ll deal with it together. Let&#8217;s first revise them one by one very briefly:<\/span><\/p>\n<ul class=\"check-list\">\n<li><span style=\"font-size: 18px;\"><span style=\"font-size: 18px;\"><span class=\"text-highlight\"><strong><em>Make clear and sustainable promises\u00a0<\/em><\/strong><\/span> \u2013 As obvious as it may seem \u201cyou can&#8217;t promise everything to everyone\u201d. The first step to differentiate your business and create real value for your clients is to make promises which are clear \u2013 therefore not general \u2013 and sustainable \u2013 i.e. promises that you can actually keep. In the next few paragraphs we&#8217;ll give you some tips on how to build your personal \u201cpromise to the market\u201d.<\/span><\/span><\/li>\n<li><span style=\"font-size: 18px;\"><span style=\"font-size: 18px;\"><em><span class=\"text-highlight\"><strong>Think in terms of \u201coffer system\u201d<\/strong><\/span><\/em> \u2013 As we have pointed out in our article dedicated to <a href=\"https:\/\/diariodiunconsulente.it\/en\/2015\/09\/28\/analysis-of-the-offer-system\/\" target=\"_blank\" rel=\"noopener noreferrer\">Offer System<\/a>, what you sell \u2013 and the reason why your clients choose your business \u2013 goes beyond what is simply included in your catalogue. There are tangible elements (products and services) and intangible aspects (brand, reputation, kind of relationships) which all make a real difference. Concentrating on just one element to stand out from the competition can prove a mistake.<\/span><\/span><\/li>\n<li><span style=\"font-size: 18px;\"><span class=\"text-highlight\"><em><strong>Choose clients who are \u201csimilar\u201d to you\u00a0<\/strong><\/em><\/span> \u2013 When we talked about the <a href=\"https:\/\/diariodiunconsulente.it\/en\/2016\/07\/04\/law-of-attraction\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cLaw of Attraction\u201d<\/a>which connects businesses to their clients, we underlined that choosing a specific persona is already an element of distinction. Selling everything to everybody could turn you into unspecialized generalists \u2013 who are not really appreciated on the market right now.<\/span><\/li>\n<li><span style=\"font-size: 18px;\"><span style=\"font-size: 18px;\"><span class=\"text-highlight\"><em><strong>Be consistent in all your interactions<\/strong><\/em><\/span> \u2013 Making promises is not enough, you also have to keep them! This means you have to be consistent during all the phases of the relationship with your clients. Read our article on <a href=\"https:\/\/diariodiunconsulente.it\/en\/2017\/04\/24\/marketing-mix\/\" target=\"_blank\" rel=\"noopener noreferrer\">Touch Points<\/a> to obtain some operational directions.<\/span><\/span><\/li>\n<li><span style=\"font-size: 18px;\"><span style=\"font-size: 18px;\"><span class=\"text-highlight\"><em><strong>Engage your clients in your mission<\/strong><\/em><\/span> \u2013 As Simon Sinek points out when he talks about his <a href=\"https:\/\/www.youtube.com\/watch?v=qp0HIF3SfI4\" target=\"_blank\" rel=\"noopener noreferrer\">Golden Circle<\/a>, people choose you according to your \u201cWhy\u201d i.e. your <a href=\"https:\/\/diariodiunconsulente.it\/en\/2017\/03\/27\/mission-and-vision\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mission<\/a>. Setting up a captivating Mission, which can appeal not only to your company but also to your clients, means having the clients on your side. This way they can contribute to making your business different.<\/span><\/span><\/li>\n<li><span style=\"font-size: 18px;\"><span style=\"font-size: 18px;\"><span style=\"font-size: 18px;\"><span class=\"text-highlight\"><em><strong>Communicate \u201cgenuinely\u201d<\/strong><\/em><\/span> \u2013 Internet and social media have taught us to be spontaneous and transparent in our communications. Try not to convey an unrealistic image of yourself, it\u2019s no use! Nobody believes in the perfect business which is always successful and never fails. Read our article <a href=\"https:\/\/diariodiunconsulente.it\/en\/2016\/03\/14\/real-not-perfect\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cReal, not perfect\u201d<\/a> if you need some tips for sincere and personal communication.<\/span><\/span><\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 18px;\">Now let\u2019s concentrate on the first point on our list: let\u2019s try to understand what you should promise to your clients and how you can make sure you keep those promises.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9211 size-full\" title=\"promises\" src=\"https:\/\/diariodiunconsulente.it\/wp-content\/uploads\/2020\/12\/pexels-photo-265702.jpeg\" alt=\"promises\" width=\"1920\" height=\"1280\" \/><\/p>\n<h2><span style=\"font-size: 32px;\">Setting up your promise<\/span><\/h2>\n<p><span style=\"font-size: 18px;\">According to our professional experience there are <strong>three kinds of promise<\/strong>:<\/span><\/p>\n<ul class=\"check-list\">\n<li><span style=\"font-size: 18px;\"><span style=\"font-size: 18px;\"><span class=\"text-highlight\"><strong>Performance Promise<\/strong><\/span> \u2013 We are the best,\u00a0 the most experienced and qualified in making this kind of product or providing this kind of service.<\/span><\/span><\/li>\n<li><span style=\"font-size: 18px;\"><span style=\"font-size: 18px;\"><span class=\"text-highlight\"><strong>Price Promise<\/strong><\/span> \u2013 We are the most convenient, our price \/quality ratio is the best.<\/span><\/span><\/li>\n<li><span style=\"font-size: 18px;\"><span style=\"font-size: 18px;\"><span style=\"font-size: 18px;\"><span class=\"text-highlight\"><strong>Relationship Promise<\/strong><\/span> \u2013 We offer the most accurate customer service,\u00a0 we invest in personal relationships and always try to involve our clients.<\/span><\/span><\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 18px;\">Promising <strong>performance<\/strong>, <strong>price<\/strong> and <strong>relationship<\/strong> all at the same time is not very credible nor achievable.<\/span><\/p>\n<h3 style=\"text-align: left;\"><strong><span style=\"font-size: 18px;\">&#8211; &#8211; &#8211;<\/span><\/strong><br \/>\n<span style=\"font-size: 21px;\"><em>How could your products possibly be the best and &#8211; at the same time &#8211; the most convenient on the market, offering also a surplus in terms of relationship with each client?<\/em><\/span><br \/>\n<strong><span style=\"font-size: 18px;\">&#8211; &#8211; &#8211;<\/span><\/strong><\/h3>\n<p><span style=\"font-size: 18px;\">These three types of promise imply in fact <strong>three different ways of interpreting your business<\/strong>. In the first case the company focuses on its <strong>productive processes<\/strong>, selects <strong>top partners<\/strong> and chooses expert users with specific needs as clients, with the aim of improving its performance every time a new product is being developed. In the second case the business <strong>concentrates on fast<\/strong>, <strong>cost-effective production<\/strong>, aims at its <strong>widespread<\/strong> presence on the market, measuring up against its competitors and focusing not so much on the quality as on the quantity of the functions their products or services feature compared to its <strong>price<\/strong>. Finally the last category includes companies which take care of their <strong>internal culture<\/strong> and are inclined to <strong>listening<\/strong> and <strong>problem solving<\/strong>. They hold a <strong>strong relationship with their clients<\/strong> and provide them with all the support they might need, making them feel a part of a big <strong>family<\/strong>.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-16012\" src=\"https:\/\/diariodiunconsulente.it\/wp-content\/uploads\/2020\/12\/GRAFICI-ARTICOLO-EN_Tavola-disegno-1-copia-2.jpg\" alt=\"\" width=\"1920\" height=\"1149\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-size: 32px;\">A triangle to evaluate your business*<\/span><\/h2>\n<p><span style=\"font-size: 18px;\">In order to <strong>set up your promise<\/strong> you have to understand what kind of business lies behind you. The evaluation grid above represents some of the <strong>main features<\/strong> of the three types of business. You can use it to assess which category best fits you. Give <strong>a score from 1<\/strong> (not very similar) to 3 (very similar) to each entry in the grid, then add them up at the bottom. The total average of each column will allow you to draw the diagram below, <strong>i.e. a graphical display of your promise to your clients<\/strong>. <span class=\"text-highlight\">If you manage to obtain a <strong>scalene triangle<\/strong> with one vertex more developed than the others, then your score is good<\/span>. On the other hand it might be a problem if your triangle is too small (there is no prevailing promise) or if it has a narrow base (for example the Performance Promise is prevailing, but prices are uncompetitive and relationships are not a strong point) or even if it\u2019s an equilateral triangle, as in this case you are promising everything and the market won\u2019t trust you.<\/span><\/p>\n<h3 style=\"text-align: left;\"><strong>&#8211; &#8211; &#8211;<\/strong><br \/>\n<strong><em><span style=\"font-size: 21px;\">Careful if you vary your promise over time or if you decide to change it according to what you\u2019re selling or who you\u2019re selling it to. Such changes could make you lose credibility and tone down your differential value.<\/span><\/em><br \/>\n&#8211; &#8211; &#8211;<\/strong><\/h3>\n<p><span style=\"font-size: 18px;\">By the way, no promise is better than others: there is space for everybody on the market!<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-16014\" src=\"https:\/\/diariodiunconsulente.it\/wp-content\/uploads\/2020\/12\/GRAFICI-ARTICOLO-EN_Tavola-disegno-1-copia-3.jpg\" alt=\"\" width=\"1920\" height=\"1149\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-size: 32px;\">A case study you can learn from<\/span><\/h2>\n<p><span style=\"font-size: 18px;\">So what shall you do once you have discovered what you can promise? <span class=\"text-highlight\"><strong>Invest<\/strong> in that promise and make it as clear as possible<\/span>. Recently we have worked on the marketing plan for <a href=\"http:\/\/www.metodo71.it\/\" target=\"_blank\" rel=\"noopener noreferrer\">Metodo 71<\/a>, a company which provides safety services through training courses and consultancy. Staff safety training and specific safety practices and procedures aimed at ensuring the safety of your clients and employees, as well as the integrity of your products, is a legal obligation. Companies are therefore \u201cforced\u201d to purchase services and training courses about safety: businesses bear these costs as a \u201cnecessary evil\u201d but try to limit them. This could lead the market players to <strong>standardize their offers and compete on prices<\/strong>, <strong>therefore reducing their quality and contents<\/strong>. By analyzing Metodo 71 with the technique described in the previous paragraphs, we discovered their particular care towards personal relationships. <span class=\"text-highlight\">We therefore helped them develop their offer focusing on their ability to interact with and listen to clients, and supported them in making their training sessions more enjoyable and captivating, which is what makes them different from other companies<\/span>. The result was a success: Metodo 71 differentiated itself from its competitors, becoming more recognizable and increasing its business results, as well as its <strong>customers&#8217; satisfaction<\/strong>.<\/span><\/p>\n<h3 style=\"text-align: left;\"><strong>&#8211; &#8211; &#8211;<\/strong><br \/>\n<strong><span style=\"font-size: 21px;\"><em>Find out what makes you different,\u00a0 turn it into differential value and let the market know, only making promises you can keep: this is the most ethical and successful way to reach success. Remember: there is no one that is exactly like you!<\/em><\/span><br \/>\n&#8211; &#8211; &#8211;<\/strong><\/h3>\n<pre><span style=\"font-size: 18px;\">| partem claram semper aspice |<\/span><\/pre>\n<p><em><span style=\"font-size: 16px;\">(*) <strong>Note<\/strong>: The analytical method described is freely inspired by Michael Treacy and Fred Wiersma&#8217;s article \u201cCustomer intimacy and other values disciplin\u201d, published on Harvard Business Review in 1993. <a href=\"https:\/\/www.marsdd.com\/mars-library\/competitive-strategies-in-operational-excellence-customer-intimacy-and-product-leadership\/\" target=\"_blank\" rel=\"noopener noreferrer\">Click here<\/a> for more information on the original text.<\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The main aim for any business or professional is \u2013 or should be \u2013 finding out what makes them different from all other competitors. Why is that? Let&#8217;s try and examine it together\u2026<\/p>\n","protected":false},"author":6,"featured_media":9891,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[92,85],"tags":[265,281,387,247,238,255],"class_list":["post-9886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-of-marketing-2","category-abilities","tag-changing","tag-offer-system-en","tag-sistema-dofferta-en","tag-strategy","tag-success","tag-value","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u201cNo one like you\u201d: &bull; Passodue<\/title>\n<meta name=\"description\" content=\"In order to stand out within your market you have to add value to what you are doing! 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