Differentiation is the way you go about separating your product from the crowd so it is more attractive to your potential customers.
By definition these are things like product design or brand image. Not only do you need to differentiate your product from the competition but also from your other products that you may offer.
Differentiation can come in the packaging, merchandising and branding between your products or a competitor’s product.
Quality can be a powerful customer desire. Promotional activities and incentives can also serve to differentiate products. These tactics ten to have very short term impact on sales figures.
Where do you start? What do you do to actually gain this differentiation? Start by summarizing what you now about your customers problems, challenges, needs and fears. Follow that with a short description of how your product addresses what your customer needs and make it better. Map this against your customers’ alternatives – this is your real competition. This is where you find your real differentiators. They are often not technological, but rather business differentiators like service, quality, efficiency, relationships, and so on.
If nothing jumps out at you, then look beyond the basics. Look for opportunities “outside the box” and you might be surprised at what find out.
Information provided by Laura Lowell and, with permission, shared. www.lauralowell.com
Author K. Meador is a mom to two grown sons who are currently pursuing their adult lives outside the home. She enjoys history, aviation, writing, and romance. In addition, she enjoys photography, walking, and visiting with family and friends. For the past several years, she has traveled with her job and has now settled down in Oklahoma City area.
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