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What is Your Competitive Differentiation?

A competitive differentiation is when you’re doing something that your prospect finds valuable that your competitors are not doing.


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About Jennifer Matt

Jennifer Matt is the managing editor of WhatTheyThink’s Print Software section as well as President of Web2Print Experts, Inc. a technology-independent print software consulting firm helping printers with web-to-print and print MIS solutions.


By Mike Price on Jul 20, 2022

Excellent points! The key to customer engagement is to understand the customer need and then make is so easy for them that they can't help but purchase from you. This takes initial effort on the part of the business (customer analysis, customer development, new tools, refined skills, increased attention by staff, even $) yet these same solutions can then be the differentiator that you bring to other customers. Thanks, Jennifer for making the point that a differentiator is more than just customer relations it really is client solutions.


By Jennifer Matt on Jul 20, 2022

Hey Mike,

Thanks for your comment. Its funny when sales focuses on what's important to them, not what's important to the customer. I find the MOST important aspect of sales is curiosity about the customer's problems.


By Clemens Wurster on Jul 27, 2022

Thanks a lot for that article, Jennifer.
After reading it, two things came to my mind.
First, a quote from a TED talk by Simone Giertz: "The easiest way to be at the top of your field is to choose a very small field."
The second one was a call from a customer who needed help with budgeting and invoicing for one of his customers. His customer "complained" that his regional managers are suddenly ordering too much from the printer. I replied: "Isn't it nice to have such problems? What did you do?" he smiled and showed me the statistics of his new online ordering tool, where buyers need just 15 seconds for opening the app, finding an item, and submitting the order.



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