Have you ever found yourself in a position where you want to buy but all the suppliers you consider seem to be the same or at least very similar?
Stuck in a muddle of mediocrity.
You've got this problem (or opportunity) which you want solved and you've got the cash so you're ready, willing and able to buy.
But the suppliers don't seem to step up to the plate and make a compelling reason why you should buy from them?
Frustrating isn't it?
You can see clearly that these businesses haven't take the time or effort to differentiate themselves.
And as a buyer, you know what you want so what they could do seems obvious.
For whatever reason, they haven't done it and worse, they are not even interested in listening to you describe what you want. You're giving them the keys to unlock the differentiation door but they are not taking them.
What if...
Potential customers for your business are thinking the same when they look at you and your competitors.
There are forces at work which cause businesses to converge - sucked down to the lowest common factors - creating price competition (because that's the only differfence the customer can perceive) and a vicious circle.
I've started a new blog - Differentiate Your Business - which focuses on how to create differentiation in a small business together with related strategic and customer issues.
It would be great if you'd click over and take part in some of the discussions.
Wearing two hats can be useful.
If you own a business, you are also a customer for many business products and services so you know what creates a strong preference and customer loyalty for you.
Even if you don't own a business, as a consumer you still buy plenty of products and services and these happen because something tells you to buy from X and ignore Y.
Paul Simister is a differentiation business coach who helps small business owners to profit from differentiation, be distinctive in the eyes of their customers and stand out in a crowded marketplace.
You too can move past your profit tipping point by answering the 7 big questions of business success.
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