In a crowded, competitive industry like promo, it’s critical to set your company and offerings apart. One way to do so is by developing a sales differentiation strategy – building a brand and a business that’s different from those of your peers.

And yet, it’s a perennial struggle for salespeople. Over 30% say “competing with low-cost providers” is their biggest challenge, according to SaaS software review site FinancesOnline, and HubSpot reports that more than a quarter (26%) struggle to create differentiation.

Here are five steps to creating a differentiation strategy for your company that will help set you apart and give you a leg up in our competitive industry.

1

Determine if it’s broad or focused.

A broad strategy targets all your customers – or at least a large chunk of them – while a focused approach will have a smaller, more niche group of clients as its objective. Both involve creating unique products and services, developing branding efforts and providing added value. Decide which is more appropriate – broad or focused – based on your overall goals, target audience and the competitive landscape.

2

Research your target audience.

Figure out what current and future customers want you to offer, which will give your strategy direction and help you appeal to your client base. You could call them and ask a series of open-ended questions, or send out surveys to existing customers. Also, take the opportunity to ask questions of prospects during discovery calls. Then take the insights you glean, synthesize them and use them to inform your strategy.

3

Develop your differentiators.

Research your competition and see how they position themselves in the marketplace, then consider ways to set yourself apart. Think about where you want to focus – price, image/reputation, products and services? What do your clients want that your peers aren’t yet offering, or at least not yet at a competitive level? That’s your opportunity to differentiate.

26%
the percentage of salespeople who struggle to create differentiation.(HubSpot)

4

Align your brand image.

Make your differentiators part of your branding. Include it in marketing collateral, email marketing campaigns and during sales calls; your strategy should become part of the parlance of the company. For example, if you have access to suppliers with deep inventory of USA-made products – important during ongoing supply chain challenges – communicate that consistently.

5

Continuously re-evaluate.

As the market evolves, be sure to revisit your strategy and make tweaks along the way, especially when it comes to servicing certain segments of your client base. Refining will help you stay one step ahead of your competition as time goes on. Take note of current market trends, feedback from prospects and clients, and – using competitive intelligence – the moves your competitors are making.