- Qual é a vossa vantagem competitiva, em que é que fazem a diferença?Na sessão de trabalho seguinte um dos gerentes confidenciou que a dificuldade em responder de forma clara o perturbou.
"So I asked, what makes you unique? What followed was a laundry list of accolades and proclamations why they were different and better than their competitors. After politely listening to this I simply replied, “you’re not unique.” To their chagrin they doubled down and made impassioned statements to substantiate their uniqueness. I listened patiently and when they finished I politely repeated, “you’re not unique,” in fact all your competitors make the same claim so how does a client discern who is unique?"O autor do texto não acredito na diferenciação pelas especificações do produto/serviço e, na verdade o que propõe é uma proposta de valor baseada na velha "intimidade com o cliente":
- Being a good listener;
- Understanding their pain points or challenges and providing solutions for them.;
- Building trust that you can deliver.;
- Demonstrate that you have a track record and use customer testimonials to back it up.
Conclusão do autor:
"At the end of the day you’ll win business if you convince others that you’re that beckon of light that will get them to where they need to be. Don’t be overly concerned whether or not you’re unique; you need to convince them that you can move the needle. If you’ve done your homework and provide solutions and a path to drive specific outcomes the likelihood of success spikes. The road to success is that you can show that you can implement a game plan backed by client case studies - if you’re truly unique all the better."
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