"you need to keep in mind that differentiation does not always work in your favor. Put down the rose-colored glasses and be honest about how well your features perform against competitors.
...
There is no such thing as "better" without "worse," and there is no 'best" without a "worst." It is impossible for any company, even yours, to be better or best at everything. That is tantamount to saying you are perfect, and I don't know of a single B2B market where that is a credible argument. You have to account for the things you are less good at. Focus on finding the positive, but recognize the negative.
...
think of differentiation in three ways: "nice to have," "must have," and "true." It is the true differentiation that ultimately wins you the business.
Competitive prices are also a must-have, but don't fall into the perception trap that so many suppliers fall prey to and that so many purchasing departments encourage. A competitive price is not synonymous with a low price. It is the right price for the right value you deliver."
Trechos retirados de Stephan M. Liozu. em "
Dollarizing Differentiation Value: A Practical Guide for the Quantification and the Capture of Customer Value"
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