profile

Silky Agarwal

having a differentiator is not enough!

Published over 1 year ago • 1 min read

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

Silky Agarwal

Founder & Consultant, PositioningPoint

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

Read more from Silky Agarwal

Hi Reader,Marketing books and schools have told us positioning is a statement. For [target audience], [your product/service/brand] is a [category] that [key benefit / main reason to believe], unlike [primary competitor or alternative], we [unique differentiator]. In fact, most positioning frameworks are designed to solve for the above blanks. But these blanks don't answer the buyer's "why should I care". As categories grow more crowded and complex, positioning will have to upgrade from being...

1 day ago • 1 min read

Hi Reader, Sales… That’s what we want to improve right? Solution? Sales conversations! Whenever I am unable to interview a client’s customers first hand, I rely on sales call recordings. To surface answers such as: what buyers care or not care about how do they verbalize their problem and solution what do they fear or worry about Yes, you can call them jobs-to-be-done insights. …but mined in a more passive way. Are you recording your sales calls? If not, it’s never too late to start. If yes,...

8 days ago • 1 min read

hi Reader,there are games you can play, but not win.(like a tech solution for healthcare that is HIPAA compliant but doesn't beat other compliant providers on capabilities for the healthcare vertical)then there are games you can win, but not play!(like a tech solution for managing solar-powered EV chargers that has no competitors in India, but also no adopters for it)identifying a game you can play is your GTM strategyidentifying a game you can win is your positioning strategyalone they are...

over 1 year ago • 1 min read