If you want to sell something, what the customer thinks about your products or services is more important than what you think.  Unfortunately, from a customer’s perspective, what you sell probably looks a lot like what your competitors sell.

You know you’re different.

You know you’re better.

But that doesn’t matter if a prospects don’t know.

Some customers can differentiate you from your competitors based on a long list of product features but there are probably more people who aren’t interested in the details.  In the B2B world, there are often several people involved in a purchasing decision – some of which don’t care about your investment in robotic welding or your use of digital twin technology.  What they do care about is how you’re going to solve their problem better than someone else.

So, how do you differentiate yourself when – from an outsider’s perspective – you look a lot like your competitors?  What is your unique selling proposition?  Here are a few things to consider.

Brand Identity

B2B companies aren’t the first to come to mind when you think about well known brands.  But don’t sell the importance of branding short.  Strong brands aren’t just for consumer products.  Let’s be clear though, your brand isn’t just your logo or the colours and font you use.  Your brand is that instant association someone makes when they see something that’s yours.  Do they connect your logo or name with quality and great customer service?  Do they feel reassured or excited when they see your name on a product or are they indifferent?  If there is a gap between what they’re thinking about you and what you want them to think about you, you’ve got some brand building to do.  Your brand takes time to build so invest over time to reap the benefits.

Customer Service

Exceptional customer service can be a powerful differentiator. Remember customer service starts during the sales process.  Build trust, provide personalized support, respond quickly to customer inquiries, and go the extra mile to exceed expectations.  Some customers are willing to pay more for a smooth and worry-free process and they’re more likely to remember the experience and return.

Innovation

If you’re staying ahead of the curve and continually innovating, you’ll likely establish yourself as a leader in your industry.  Investing in new features, technologies, or processes are all ways to differentiate yourself. As a bonus, industry innovators not only attract new customers who are also forward-thinking, they also attract top talent.

Marketing and Advertising

B2B marketing can be pretty vanilla.  There’s nothing wrong with vanilla.  I think it’s still the most popular ice cream flavour.  However, your marketing and advertising gives you an opportunity to differentiate yourself.  Don’t worry, being creative with your marketing doesn’t have to be extreme to make you stand out.  Say things differently than your competitors.  Use imagery that demonstrates things from a different perspective.  Add some personality if it matches your brand.  Expand to new channels or new mediums if your audience wants it.

Niche Focus

You can market to “everyone” but it’s not easy and it’s definitely not cheap.  Identifying a specific niche (or 2) means you can tailor your products or services and your message to them.  Saying “I have something specifically designed to solve a problem in your industry” is far more meaningful and memorable than “I have something for you and everyone out there.”  This does not mean you can’t service other industries or niches.  It just means you’ve defined a group or groups that you can more easily demonstrate what sets you apart.

Partnerships and Collaborations

Strategic partnerships or collaborations with other businesses are a great way to create unique offerings or market together. You can benefit from the reputation of another business or association while exposing your brand to a potential new audience.

Quality and Consistency

When another business buys a product or service from you, they’re putting a lot of trust in what you’re selling.  How your product performs may directly impact how their product performs and the experience with their customers.  They don’t just expect consistent, high-quality products or services from their suppliers – they rely on it. If your business is known for reliability and consistency, it can set you apart from competitors who may struggle with quality control or delivery.

Industry Engagement

Get involved in your industry.  Join associations, sponsor events, participate in conferences or trade shows, and network.  It doesn’t always have to be high cost but it can help keep your brand top of mind.  This is also a great way to find great potential employees.

A Word About Price Positioning

Most businesses don’t want to compete on price alone.  But we all know, especially with RFPs, final decisions can come down to price.  If your industry is price competitive, many of the things listed above make it easier to justify a higher price.  Are you using better materials?  Is your team more highly trained or is a team member a recognized expert?  Is your warranty or support period longer?  Is your delivery faster?  Is your experience more relevant?  Is your product the latest and greatest?  Is your name synonymous with quality?  They all add up and if you can spell that out to a customer in a way that directly shows why it’s important to them, you’ll be different.