If you are going to implement a differentiation strategy in your business in a way that is valuable to your target market, you need to focus on:
- What you can do;
- What your target customers want; and
- What competitors offer
I have a ten step, four stage differentiation strategy process to help you to create the deep strategic differentiation which leads to success.
Beware of zebra marketing, it looks good on its own but is too similar to competitors.
My Differentiation Strategy Process
Stage 1 – Your Strategic Snapshot
The first step is to do a quick but comprehensive review of your business against the five pathways to profit to highlight key issues which need to be focused on and which issues don’t require detailed assessment.
Stage 2 – Your Differentiation Analysis
Steps 2 to 6 involves taking a detailed look at your business, your customers and your competitors and then thinking about how things might change in the future.
Stage 3 – Your Differentiation Options & Strategy
Steps 7 and 8 involve clarifying your potential differentiation options and deciding which to choose. Read about order winners and qualifiers.
Stage 4 – Communicating Your Differentiation Strategy
Steps 9 and 10 involve communicating your new differentiation strategy to your staff and to the market. Your staff need to understand the new priorities while your marketing, from your USP to your detailed copy and sales scripts need to emphasise these key factors of difference.