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Sunday, 19 June 2011

"Differentiate or Die": 4 Strategies on how to successful differentiation

I have observed that many people venture into the network marketing sector with the intention to make money and make it quick. Let us be honest I did as well. But I soon came to realize that without proper research, determination and patience one cannot be successful in any trade. After having read Jack Trout’s book Differentiate or Die, actually everything came into place for me. I now know exactly what I would like to do and how I would like to do it. I want to differentiate! Yes I need to differential in order to survive and here is my strategy. I have done my SWOT analysis – Strength Weakness Opportunities and Threats and these are in place. According to Jack Trout the following strategic points have to be considered in order to be successful.

  • Make Sense in Context: What perceptions exist in the market? What is your strength and what are your competitor’s weaknesses in the eyes of the potential customers? Substantial amount of observation and research has to be done on how the market “behavior”. This is absolutely necessary, so that the decision when to differentiate will be perfect.
  • Finding the Differentiating Idea: Product related differentness may not be necessary. Find the difference and use it for the benefit of the customer. Look at the global business using internet and social network platforms, for example MLM businesses. There are developing and are using the social media platforms to recruit, refer and promote their business hence reaching people from all over the world. Teams with people from different cultures, diversity teams are being building up and working together to earn incomes. The cross cultural aspect does not have to be introduced as a new product, but instead has to be streamlined in order to meet the customer’s requirements/perspectives. Consider the principles of USP (Unique Selling Proposition) “Losing and Reinventing USP” Ensure that your promotional tools will be reaching your target group and letting them know that you as an expert and your new training service will be of specific benefit to them. They must be assured that they will be getting a unique offer which is exclusively being offered by only YOU in the market at present. This way you are branding yourself and the exclusive service you are offering.
  • Have Credentials: It is not enough to claim that you are differentiating if you do not have logical arguments or proof for them. Credentials are a way of supporting you and proofing your capabilities to deliver. If you have a product that you claim is different, then you will need to demonstrate it, claims of difference without proof are just empty claims.
Remember to put in place your UCA – (Unique Competitive Advantage):
    What do you know about your competitors and your market, and what are the given reasons why someone should be using your training services as opposed to your competitor’s
    1. How to take advantage of the competitor’s weaknesses
    2. Why you are the best trainer for the person/company?
    3. What skills, abilities, and experiences will you be offering that are not available anywhere else!
    4. What are your competitor’s characteristics as compared to what you are offering?
    5. This is the trickiest part: How to motivate and retain the “influential people” - those that are able to help you in order to succeed.
    6. What are my competitor’s specialties?
    • Communicating your difference: Do not expect that once you have put everything in place as far as differentiating is concerned, that everybody will be demanding to get your product or service. Like everything in life, products and services as well have to build a strong perception in order to become successful. Your web sites, sales presentations, brochures, flyers, advertising, blogs etc., should reflect your difference, the new YOU. You will need finance in order to implement your differentiation project. Finance will determine the “rise or fall” of your project.

    Always keep in mind that brands are not built by marketing, but by people like you and me, so do not have any fears of differentiating, it will definitely be better than dying.

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