The reason customers aren't choosing you

Jaci Russo Author

If you have ever lost a sale to a competitor who was cheaper, less experienced, or frankly just not as good, the problem probably was not price. It was differentiation.

When customers cannot clearly see what makes you different, they default to whoever costs less or showed up first. Not because they do not value quality. Because you never gave them a reason to pay for yours specifically.

Differentiation is not about being quirky or having a clever tagline. It is about being able to answer one question clearly:

Why should someone choose you over every other option, including doing nothing?

If your answer is "because we really care" or "because of our experience" or "because of our great customer service," you do not have a differentiator yet. Every competitor says the same thing.A real differentiator is specific, provable, and meaningful to your customer.

Three questions to find yours:

1. What do your best clients say about working with you that surprises you? (The thing they mention that you take for granted is usually the differentiator.)

2. What problem do you solve that your competitors do not talk about, cannot solve, or do not even recognize exists?

3. What is the cost to your customer of NOT working with you? Describe that loss specifically. The business that can articulate that clearly wins the sale.

Get clear on this before you spend another dollar on marketing. A sharp message in front of the right audience will always outperform a vague message with a big budget.

When you're ready, here's how I can help:

1. Follow me on LinkedIn: Get daily tips to build your brand.
2. Marketing Membership: Monthly courses and resources to guide you on your branding growth.
3. Pick My Brain: Feeling stuck? Book a call with me to get the clarity you need to improve your brand.
4. Marketing Mastermind: This monthly, online, small group, roundtable provides peer-to-peer and professional guidance.
5. Enroll in Plan 2 Brand: Develop your strategic brand plan in my self-paced course.
6. Work with my agency: brandRUSSO's team can help you with a strategic brand plan, brand audit, or rebrand. Let's see how we can help.

Categories: : Branding, Building Your Brand, Marketing, Messaging, Strategy, Target Audience