A differentiation manual to sell with dignity
Many companies don’t differentiate; and even if they do, fail to say it in a meaningful way. When clients do not perceive a difference, they will decide based on price. In this book you will learn how to design and communicate your uniqueness, to stop competing on price.
This book is about differentiation. About how to transform an average business into a remarkable business. How to get away from the noise and being memorable. The problem is not having a higher prices, but that the client doesn’t understand why. Not everyone wants to buy cheaper. Happy differentiation.
Anyone can sell at low prices. The challenge is to sell arguing the value, not the price. This is the essence of this book. Welcome to a new mentality to sell at fair prices.
Get the book and start your differentiation process right now.
Available on digital version.
Table of Contents
Introduction
Chapter 1: Selling cheap is an option
Very few businesses can compete on price
What comes because of price, goes away because of price
Value yourself in order to be valued by others
Confronting price wars
Praying is not a marketing strategy
Chapter 2: If Clients don’t Perceive a Difference, Decide on Price
Challenging the imminent commoditization
When there’s no differentiation, price will be lowered
If you have to lower the price, do it without destroying value
The first thing to sell is the seller
Price is a relative perception of value
Chapter 3: Not Everyone Wants to Buy Cheap
Competing on price is optional
Price isn’t everything
Be proud of your price
Why companies compete on price
How to stop competing on price
Chapter 4: Stop Chasing the Wrong Customer
The problem of trying to sell to anyone
The majority won’t be your customers
Niche doesn’t mean small
The wrong customer versus the right one
How to define your market when you don’t have customers yet
Chapter 5: The Art of Differentiation
The endless search for differentiation
Differentiation pays off
Demystifying the search for difference
False differences
Chapter 6: How to Design your Difference
Ask your customers
Can’t find a difference? Create one
10 alternatives for differentiation
How to identify the most profitable difference
Chapter 7: How to Test your Difference
Different might not mean unique
Strengths aren’t differences
Three characteristics of a good differentiator
Testing your difference on a small scale
Chapter 8: How to Communicate your Difference
Communicating your difference in advertising
Communicating your difference with a slogan
Communicating your difference through the salesperson
Communicating your difference in the brand experience
Communicating your difference at every contact point
Chapter 9: Differentiation is a Never-ending Process
When to renew your difference
Evolve your uniqueness
Adapting to continuous migration
Happy differentiation
Chapter 10: 100 Examples of Differentiation
10 Examples of Positioning yourself differently
10 Examples of Product features
10 Examples of Service level
10 Examples of Storytelling
10 Examples of Market niche
10 Examples of Customer experience
10 Examples of Specialization
10 Examples of Distribution
10 Examples of Design
10 Examples of Processes
10 Unbreakable Laws to Stop Competing on Price
Acknowledgements
About the Author
Notes