How to win high margin business by differentiating your firm, your services and your people
Overview
The Smart Way to Compete
In professional services there are only two ways to compete. You can compete on price or you can compete on value.
Professional service firms who compete on price rarely prosper in the long-term. The reason is simple: Staff are a professional service firms main cost. Slash your staff costs and quality and service levels rapidly deteriorate.
Differentiation is the only long-term strategy.
Differentiate or Die shows you how to out-think and out-flank your competitors by positioning your firm as an added-value seller of professional services.
Firms who win the battle for differentiation will win the battle for profits and superior growth.
Differentiate or Die - 2 Days
- Breaking out of the Commodity Trap
There is no such thing as a commodity
Every service can be differentiated
Being better versus being different.
- Building a Unique Value Proposition (UVP)
Identifying your vital points of difference
Rosser Reeves and the Unique Selling Proposition (USP)
The importance of being different
How clients choose between competitors.
- Pricing is the Acid Test of Differentiation
The House of Pricing Model
Analyzing your pricing strategy
Pricing for value.
- The Differentiation Triad
Differentiate yourself
Differentiate your firm
Differentiate your service.
- Differentiation is About Perception
The battle for the mind
Minds are limited
Minds love to simplify
Minds hate confusion.
- The Differentiators That Sell
Leadership is the number one differentiator
Market specialization is a proven winner
Being first, counts
Heritage proves peace of mind
High price really is a differentiator
Referential clients are the best proof
Service and product innovation position you as a pioneer
Performance guarantees can be highly credible
Graphical spread can be important
Publications set you apart
Gurus and industry personalities place you on a pedestal
Trendsetters get noticed
Service delivery differences can be sold
Client intimacy is a winning strategy
Peer or industry awards are crucially important in some sectors
Brand recognition is the ultimate differentiator.
- The Four Steps to Differentiation
Step 1: Survey the competitive landscape
Step 2: Identify your differentiator(s)
Step 3: Establish your credentials
Step 4: Communicate your difference.
- The Differentiation Test
Is the differentiator important?
Is the differentiator distinctive?
Is the differentiator superior?
Is the differentiator communicable?
Is the differentiator preemptive?
Is the differentiator affordable?
Is the differentiator profitable?
- Dramatizing the Difference
Differentiating with your presentations
Differentiating with your proposals.
- Positioning and Selling Your Differentiators
Analyzing your competitors' strength
Positioning your strengths against your competitors' weaknesses
Out-thinking and out-flanking your competitors
Positioning yourself as the supplier of first choice.
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