How to stand out from the crowd

by Richard White on February 28, 2012 · 0 comments

If you attend a lot of networking meetings you can be forgiven for thinking it’s like Déjà vu.  So many similar looking businesses with similar sounding services presented in a similar way. It’s no wonder so many businesses struggle to stand out from the crowd and get their messages heard.

If you want to be noticed, you need to be different. It’s a bit like how you are more likely to notice a solitary black sheep in a field full of white sheep. The way to be noticed is to make your key area of difference a focal point of your networking message. Rather than emphasising how you are the same you should emphasise how you are different. The difference does not need to be massive. It just needs to be important to your ideal clients.

Finding a key point of difference, however, is easier said than done. People often struggle because they do not get into enough detail about their business and the answer is always in the detail.

The following five questions will help you to get into the right areas of detail and gain important insights into where your important differences lie:

Who is my target audience?

Who are your customers? Why did they choose you? If you can only choose one type of client, which would it be? How are they different? Do they have a particular buying motivation? Reviewing your existing clients and prospects will help you to understand which type of client you tend to work well with.

Where is their pain?

Next you need to be understanding the problems your clients were experiencing when they first started talking to you and the impact those problems were having on them. How did the problems make them feel? And which of these problems are not being solved by your competitors?

How do you take the pain away?

Here you need to articulate your solution to their problems. How specifically did you take away the pain? And how does your method differ from your competitors?

Why do/will they do business with you rather than anyone else?

Do you have specialist knowledge or experience in areas where your competitors are just generalists? Are you flexible compared to competitors? Or perhaps you are prepared to work at inconvenient times of day?

Where is your credibility?

Have you worked with a certain big name client? Or perhaps you have 30 years of specialised experience or have won a prestigious industry award of excellence.

Richard White
Richard White is a sales coach and trainer. He specialises in helping IT consultants win more sales through effective networking. Richard is the author of ‘The Accidental Salesman Networking Survival Guide’ and is a highly sought after speaker on the subjects of networking and soft selling.

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