Tag Archives: differentiation

What Makes Your Organization Different?

custom_crayon_box_standout_16486What is the one thing your business or organization has that none of your competitors have?

Over the past five years we have asked a great many people in all types of organizations this simple question; and while the answers initially vary, they all ultimately agree that there is only one true and sustainable differentiator…

It isn’t a product or a unique feature of a product, or even a type of service, because these can be too easily emulated. So while a one-of-a-kind product or service might serve as a short-term differentiator, neither represents the best answer.

The simple answer is: YOU!

An organization’s one true and sustainable differentiator is the people within. Collectively the people make-up an enterprise’s personality; they represent the core values, and they represent not “what” an organization does but rather “how” it is done, which ultimately makes all the difference.

Given these realities, making enterprise engagement a cultural choice within your organization is the ideal way of achieving long-term success.

What Makes You Different?

What's different about you?What is the one thing your business or organization has that none of your competitors have?

Over the past five years we have asked a great many people in all types of organizations this simple question; and while the answers initially vary, they all ultimately agree that there is only one true and sustainable differentiator…

It isn’t a product or a unique feature of a product, because these can be too easily emulated. So while a one-of-a-kind product or service might serve as a short-term differentiator, neither represents the best answer.

The simple answer is: YOU!

Your one true and sustainable differentiator is the people within your organization. Collectively they make-up your enterprise’s personality; they represent your core values, whether everyone’s aware of these or not, and they represent not “what” you do but “how” you do it which ultimately makes all the difference.

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Passion Sells!

Continuing with the theme of conviction, or believing in the value of whatever it is we are selling, it is important for sales professionals to incorporate that belief into their presentations and sales calls…

After all is said and done, it is this belief and the confidence, enthusiasm and “passion” it promotes that is the most persuasive.

In his article “The Greatest Principle of Human Persuasion,” author G. Harold McLeod identifies a person’s conviction as the most persuasive component of communication.

“People are persuaded more by the depth of your conviction than by the height of your logic,” he says. “…more by your own enthusiasm than any proof you can offer.”

Sounds like “passion” to me!

Cory Treffiletti, President of California-based Catalyst S+F, seems to have had a similar perspective when he suggested adding a “fifth P” to the four basic principles of marketing, which are commonly referred to as the four “P’s” — Product, Price, Placement and Promotion.

The “fifth P,” Treffiletti suggests, is what unites a community and motivates individuals; the “fifth P” inspires desire and instills loyalty; it encourages word-of-mouth.

The “fifth P,” Treffiletti says, is passion!

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