Survival in our era of killer competition
By Jack Trout

Want to be a leader in professional services? Then start differentiating your services in the minds of your clients.

"Differentiation", says marketing guru Jack Trout in his new book Differentiate or Die, "is the key to survival in our era of killer competition".

In today's ultra competitive world we are faced with an explosion of choice. The average supermarket has over 40,000 products. From the early 1970's to the late 1990's the number of automobile models in the USA exploded from 140 to 260; the number of over the counter pain relievers grew from 17 to 141.

Looking for a doctor in New York City - there are 28,0000 doctors, nurses and hospital administrators.

Every service needs a unique point of differentiation.

Differentiate or Die outlines the ways you can achieve differentiation. Trout revisits Rooser Reeves classic unique selling proposition and updates it for today's marketplace.

Trout shows how the mind works in the differentiating process. Differentiation is all about perception.

He shows how to seize a differentiating idea, dramatize it, and make it your own. I like the way he shows you how two use differentiating ideas against competitors in the marketplace.

Leadership is a way to differentiate. Trout claims leadership is the most powerful way to differentiate a brand. "People will believe whatever you say if they perceive you as a leader." With leadership comes the halo effect.

Market speciality is a differentiating idea. "People", says Trout, "are impressed with those who concentrate on a specific activity or product. They perceive them as experts." This isn't surprising when you consider the definition of an expert: "One having much training and knowledge in some special field."

Being the latest says Trout can be a differentiating idea. The way to outpace your competitors is to position yourself "as new and better".

Differentiation requires sacrifice. It's fatal to try to be everything to everybody in the marketplace. In marketing more is less.

Jack Trout has been preaching many of these ideas since he co-authored Positioning: The Battle For Your Mind a seminal marketing book, with Al Ries in 1985.

Nevertheless these are ideas which need instilling into every marketer and seller of professional services. If you or your staff can differentiate your service(s) from your competitor in less than 15 words - you had better purchase and read this book.

Available for purchase from Amazon.com