Why are you Unique?

As human beings, we are all unique.  While there are obvious similarities between us, we are, without doubt, unique individuals.  Indeed, while they may not look it at first glance, all zebras have unique patterns. 

However, when we try to sell our product to a customer, it is highly likely that they have a choice of product.  There will be similar products available.  As a result, you may have to persuade your customer to choose your solution rather than the competition.  To do that, you have to focus on the uniqueness of what you offer.

Consider the range of smart phones available in the shops today.  They come from Apple, Samsung, Huawei, Google, Sony, Nokia etc.  In essence, they all do the same things – make calls, send texts, take pictures, browse the internet.  However, there are subtle differences between them that make us select one rather than the other. 

If you take any group of people and ask them why they bought the particular phone that they have, they will almost certainly give you different reasons.  I use an iPhone mostly because I cannot be bothered to learn how to use a new operating system and phone.  However, others will pick phones because of the camera, integration with other devices, network provider etc.  We may have picked the same phone but for different reasons.  It all depends on what is important to us and that varies from one person to another. 

In the same way, our customers have a choice and can choose us or our competition.  It is therefore really important that you understand why they would choose you.  You have to focus on the parts of your product that meets their needs and are most unique to you.  Talking about the parts that are the same as all the other products does not help.  You have to stress the elements where you are strongest and down play the parts that you lack. 

You also need to think about why that uniqueness matters to the customer.  If it makes no difference to them, it doesn’t really help you.  Translate the unique feature of your product into a benefit for your customer, preferably directly related to their needs.  If you can do that, then you are well on your way to being successful.

Do not limit your analysis to just the product that you are selling.  Think about every aspect of what you are offering.  Can you differentiate yourself in other ways, such as using all recycled packaging, providing better support, being a local supplier?  There are all things that can be used to make you and your product unique in the eyes of the customer.

One final element of uniqueness to consider is your relationship with the customer.  While this is not related to your solution, it can have a bearing on the decision that the customer makes.  If you have become a trusted advisor, then that relationship will make a difference to how your customer views your solution.  If there are areas of doubt, then any promise that you make to eliminate those doubts will help to remove them.  If there is little trust, then any promise that you make will be ineffective.  This is why trust is so important, especially when there are only a few small differences between your solution and the competition.