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  • Betsy Lee

What is Your Differentiator?

My team recently attended a trade show where there were 28 companies offering “pretty much” the same product. The very first booth we stopped at addressed that right away- letting us know that the one most important thing that separated his company from the others was (fill in the blank here with their really cool product feature).

In sales, we all have competition and your differentiator, whatever that may be, needs to be highlighted as soon as possible with your prospects.

There are many exercises you and your team can go through to identify and share what makes your company the best choice in a sea of competitors. Below are four strategies to consider.

1. Unique Value Proposition (UVP): Develop a clear and compelling UVP that sets your business apart from competitors. This involves identifying what makes your products or services unique and communicating this effectively to your target audience. Focus on aspects such as quality, price, convenience, customer service, or innovation. Make sure your UVP addresses specific pain points or needs of your target market that competitors may not be addressing adequately.


2. Exceptional Customer Experience: Prioritize delivering an exceptional customer experience at every touchpoint. This includes providing excellent customer service, personalized interactions, seamless transactions, and quick resolution of issues or concerns. Pay attention to every detail of the customer journey and look for opportunities to exceed expectations. Happy and satisfied customers are more likely to become loyal advocates for your brand, helping to differentiate your business from competitors.



3. Innovation and Creativity: Foster a culture of innovation and creativity within your business. Continuously seek out ways to improve your products, services, processes, and business model. This could involve introducing new features or functionalities, adopting emerging technologies, or finding unique ways to solve customer problems. By staying ahead of the curve and offering something new and exciting, you can differentiate your business and attract customers who are looking for innovative solutions.


4. Brand Identity and Storytelling: Develop a strong brand identity and tell a compelling story that resonates with your target audience. Your brand identity should reflect your values, personality, and unique selling proposition. Use consistent branding across all channels, including your website, social media, packaging, and marketing materials. Effective storytelling can help create an emotional connection with customers and differentiate your business by highlighting what makes it special. Share the journey of your business, the passion behind your products or services, and the impact you aim to make in your industry or community.


Don’t hold back on sharing what makes you different. If you’re struggling to identify what that is, it’s time to regroup with your team and spell it all out: A, B, C, Differentiate!


Betsy Lee is the Director of Marketing for GRS Recruiting. She has over 12 years of experience working directly in the recruitment industry, developing marketing strategies that attract top talent and equipping recruiters with the tools and training they need to succeed. A small-business advocate, she loves helping companies grow and take their teams to the next level. Connect with Betsy on LinkedIn here:

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