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RAB Research Archive

Demonstrate credibility



It's not enough to tell prospects you offer better service or quality than your competitor. Prospects want to hear specifics about why you're better.

Here are suggestions that may help show the difference more effectively:

* Unique qualities. What can you offer that nobody else can? Try to convert the value of your products or services into financial results.

* Advantages. What do you do better than your competitor? Give prospects what they need to understand the unique qualities of your product or service.

* Parity. If there's little difference between you and a competitor, look for minor ones that may add up to a competitive advantage.

* Disadvantages. Are there areas in your product or service in which competitors have a definite edge? Focus on the advantages you have to offset these disadvantages.

Source: Marketing consultant John R. Graham





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