In the book How to Get Your Competition Fired (which I've just reviewed -- check it out at http://www.foxmarketing.us/reading.php), a survey of marketing from insurance agencies nationwide shows that they all say pretty much the exact same things about themselves. Not an effective strategy for standing out.

There is a remarkable sameness in many industries. Most, in fact. Everybody wants the sale, and everybody says the same things to get it.

The very topic of differentiation makes a lot of business owners uncomfortable.

I remember one business owner, when the topic of differentiation came up, leaned across the table and lowered his voice as if confessing some horrible sin: "Look," he whispered, "our business isn't really different. It's just ours. We do a good job, we treat people right, we play by the rules, but there's nothing really special about it. We just need more customers, that's all."

He thought he was speaking for himself. He may have been revealing the unspoken feelings of most business operators.

I wouldn't want to change any of the things you do well. And I obviously want you to correct or minimize any areas that are lacking. But primarily, I want you to add just one extra thing. Something that customers will think is cool -- and different.

There are lots of ways to give extra. Do your customers fear risk? Add your own twist on warranty protection. Are your customers in a hurry? Add free delivery options or quicker turnaround or faster setup. Are your customers intimidated by complexity? Simplify, demonstrate for free, or show ease of use.

In an incredibly commoditized automotive supply business selling to manufacturing facilities, one company promoted "The Fives." As in five-minute response to faxed or emailed requests for information, five hours to pricing, five days to delivery, and so on. It was different from their competitors, and it was succinct and specific. Their product was essentially the same as everyone else's, but their way to market was distinctive and helped them remain a player against bigger rivals.

For financial institution auditing, CPA firms follow the same protocols and ensure conformity to all the same laws. So how to stand out? I can think of one that is launching a key differentiation -- me. With every completed review, the bank or credit union will receive a free marketing audit to ensure their promotional programs are on-target. Quite a perk these days when dollars are precious.

If you're competing in a "same old same old" market, let's talk. We'll help you find your special place in the minds of those who matter -- customers.

Labels: customer centered, differentiation, marketing, planning, strategy