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Silky Agarwal

having a differentiator is not enough!

Published over 1 year ago • 1 min read

hi Reader,
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Buyer asks you: “Why you?”
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You send this:
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Feature A: You✅, Competitor❌
Feature B: You✅, Competitor❌
Feature C: You✅, Competitor❌
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Meanwhile, your competitors send this:
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Feature P: You❌, Competitor✅
Feature Q: You❌, Competitor✅
Feature R: You❌, Competitor✅
Feature S: You❌, Competitor✅
Feature T: You❌, Competitor✅
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What is the buyer supposed to do??
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How are they to know how one differentiator of yours > 10 differentiators of your competitors?
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Thus arises the need to "differentiate the differentiator"
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You can do that with your UNIQUE POINT OF VIEW.
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Here's an example:
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Don't say: "Buy us because of our reusable components" (differentiator)
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Say: "Orgs with diversified operations need flexible document management" (point of view)
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Go on saying it until the buyer agrees and asks: "How is your document management more flexible?"
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Then bring in your differentiator: "Because our product is built using reusable objects and components"
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If you want to learn more about this, check out this guide!

Silky Agarwal

Founder & Solo consultant, PositioningPoint

A newsletter for B2B SaaS founders and marketers who don't want the curse of knowledge to mess with their messaging.

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