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Expertise as a Differentiation Strategy

Hinge Marketing

If you want to stop competing on price alone, it may be time to develop a stronger differentiation strategy. Differentiation Strategy Defined. One way is to compete on price, highlighting the similarities you share with your chief competition.

Brand Positioning Strategy for the Professional Services

Hinge Marketing

Way back in 1969, a very perceptive marketer named Jack Trout introduced the concept of brand positioning to the world. A few years later, he and Al Ries wrote the seminal book, Positioning: The Battle for Your Mind , and the rest is history. Now, almost half a century later, the concept of positioning is just as relevant to businesses — and probably more so. That’s where brand positioning comes in. Brand Positioning Defined. Why Brand Positioning Is Important.

Trending Sources

Competitive Differentiation: A Playbook for Winning in a Congested Marketplace

Hinge Marketing

I talk with professional services clients every day, and I hear a lot of confusion and anxiety around the concept of differentiation. Top executives at firms small and large have heard that differentiating their business is important, but many don’t believe they have any competitive levers to pull that will make them stand out. Others have tried out some so-called differentiators in the past but saw no results. What Is Competitive Differentiation?

How purposeful branding is driving millennials and social entrepreneurship


More and more, consumers are buying brands not just for what it does, but also what a brand or the parent company stands for–e.g. The world has changed dramatically in the past 10 years or since the 2008 recession.

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More LinkedIn leads can destroy your revenue performance: an interview with Ian Addison from


The position I take in this conversation is a bold one: yes, we need a lead gen process in place but too much focus on lead gen will destroy your revenue performance as leads do not represent an opportunity. There’s no way that they would get buy-in at all levels.

Developing a Unique Selling Proposition [USP]

Sales Intelligence View

The USP is that unique position that you occupy in the minds of both your prospective and existing customers. The unique selling proposition is born out of the answer to two basic questions: First, why do your customers buy from your company?

What’s your story? It’s your most important sales weapon.

The Forward Observer

With a compelling sales story you can quickly break through, differentiate your company, build trust and preference, and justify a premium price. One of the biggest benefits of a strong sales story is that it helps differentiate your company.

The Economic Value of Your Company Brand

Great B2B Marketing

For instance, it can be a boon to the stock price, making the entire company more valuable. Either it allows the company to charge a premium price, or it adds more volume or market share.”. Lots of people want to work for companies that have a positive public persona.

The Single Most Important Element for Increasing B2B Lead Gen and Sales


Upon closer examination, the move toward consumerization seems to boil down to embracing one key concept long pursued by B2C brands: minimizing friction across the promotion and buying process. Business buyers won’t buy from vendors who lack visibility in search and social media.

Why Customer Experience is the Hot New Thing in Marketing


Everywhere, companies compete based on product, technology, price. That sort of holistic view – of ensuring customers are always well treated no matter what stage of the buying cycle they’re in – is at the core of the customer experience ideal.

Book Review: DISCOVER Questions Get You Connected


Today’s buyers have access to unprecedented levels of information: product specifications, pricing, customer reviews, competitive comparisons. Knowing your product is important to be sure, but knowing how to differentiate yourself is even more vital.

The Most Important Force for Increasing Leads and Sales


Upon closer examination, the move toward consumerization seems to come down to embracing one key concept long pursued by b2c brands: minimizing friction across the promotion and buying process. Business buyers won’t buy from vendors who lack visibility in search and social media.

Three “Lies” That Plague B2B Businesses Today (Part Two of Three)


57 – 90% of the buying process is complete before a sales rep needs to get involved. Today we will take on the second of the three lies: 57 – 90% of the buying process is complete before a sales rep needs to get involved. Here are their comments: Dave Brock: “The customer is wherever they are in their buying process. Your only way to win is by price and even that is low odds. Your customer only spends about 2% or less of their time buying from you.

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How the Internet of Things Is Changing Marketing Forever


In fact, the customer experience is expected to overtake price and product as the key differentiator by 2020. Not only could it route the best path through a store based on historical buying patterns, but the store could also track data related to those paths. Shaking Up Pricing: Product-as-a-Service. IoT is transforming the customer experience, but it may also transform the way marketers price and offer their products.

How to Rejuvenate a Troubled B2B Brand

Great B2B Marketing

The theme of the post: No matter the size and scope of your company, the brand position you hold with your prospects and customers has monetary value in terms of sales, stock prices and even employee retention. Validate the congruence and market readiness for the new brand position.

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10 Customer Experiences You Need To Deliver Today

Marketing Insider Group

You can claim victory by way of this competitive differentiation war by offering the lowest prices or providing a superior, surprising and spectacular customer experience! You may win the price battle, but that is only a short-term solution.

16 Enigmatic Business Blogging and Other Marketing Stats


45% have reached out to a blogger to inquire about a product when considering a purchase, and 84% buy products based on the content they find on blogs. These research findings address high-level topics like the value of marketing and the future of brand differentiation.

Five Brand Building Tips for B2B Businesses


Position yourself differently from others. In order to grab attention, it’s essential to position your brand uniquely, and differentiate yourself from the competition. For example, you may be thinking of positioning your brand for large enterprises.

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The benefits of a strong brand in B2B markets

The B2B Research Blog

In riskier buying situations where the cost of making the wrong choice is high (either for the individual’s reputation or for the company’s effectiveness) a strong brand makes you the safe choice. As the old adage goes, ‘you won’t get fired for buying IBM’. This matters because despite what textbooks tell us, B2B buyers aren’t automatons following a thorough, logical process in every buying situation – they sometimes just opt for the easy choice.

5 Trends Redefining Sales and Marketing in 2016

Hinge Marketing

transactional selling , buyers’ decisions are heavily influenced by price. And when companies can’t lower their prices any further, they rely on their marketing and sales pitches to persuade clients to choose their services over similar competitors.

B2B Marketing: Do This, Don’t Do That

Great B2B Marketing

Branded authorities are able to command premium prices because they offer a unique differentiation and compelling benefit(s). And if you fail to do this, consider this sobering thought: many of the leads you neglect will either buy from you or a competitor.

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How to Drive Organic Growth: 5 Proven Strategies for Professional Services Firms

Hinge Marketing

Insights from research help you better position your firm , reduce the risk of marketing missteps, and develop a competitive advantage. With research results in hand, you’re in a position to focus on a specific niche. Develop strong, easy-to-understand differentiators.

How to Write a Business Plan: A Step-by-Step Guide (With Examples)


If you're planning to start a new athletic clothing business, for example, then you'll need to differentiate yourself from the numerous other athletic clothing brands out there. Does your brand promote positive body image? Laurie Snyder will fill this general management position.

Agency: Bottom-Line Boosters for Marketing Agencies to Adopt in the New Year


The buying cycle for your clients’ customers lasts longer than a week. Other methods can include gating results with a form before the user sees the results, and offering to send pricing results to the prospect instantly via email.

The Modern Marketer’s New Executive Dashboard with Matt Heinz


Get them to continue to buy more, to renew, expand their relationship and their purchasing from you. In my business, I have two metrics around pipeline: I look at qualified opportunities created and I also look at a quarterly price opportunity metric.

4 Ways to Win the Hearts of Consumers

Modern B2B Marketing

What hasn’t changed is how we make buying decisions. There are two things that I strongly believe, no matter the purchase: People buy from people they like. People buy based on emotion and back it up with logic, not the reverse. I will buy one in every color.).

How even social media & social selling experts are getting LinkedIn wrong – Part 1


When you have a high-priced solution with a complex sales process that requires strong relationships, you better be sure you’re focusing on specific audiences and that you are relevant. This positions you as a resource rather than a thought leader!

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How Manufacturers Use 3D CAD Models and 2D CAD Drawings as Sales Enablers

Industrial Marketing Today

CAD can also be a powerful differentiator for precision machining shops and fabricators. They are in a much better position to offer value engineering and DFMA (Design for Manufacturing and Assembly) services to help become preferred manufacturing partners instead of being a supplier that is constantly competing on price. Manufacturers usually want their industrial marketing to generate leads that result in RFQs as quickly as possible.

Trust Me: Why Trust is Crucial for Business Success, and How to Built It


It removes psychological barriers and objections to buying, and makes people want to do business with you because they are comfortable. Differentiate yourself, with disparaging your competition.

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12 Tips for Writing Clickable Search Ad Copy


A potential customer who might have been hesitant to try Gap because of the price could now be more likely to click, familiarize themselves with the brand, and maybe even purchase -- all because of the special offer. Your copy is what will differentiate your brand from others in the industry.

How Can Brands Deliver Robust Customer Experiences?

Modern Marketing

According to a study by Walker , customer experience will be the key differentiator for consumers by the year 2020. Currently, price and product are the key drivers for the decision-making process.

The Ultimate Smarketing Glossary: 62 Common Sales Terms Explained for Marketers


Another way of saying "the buying process." It''s a famous tool for sales reps and sales leaders to help them determine whether their prospects have the budget, authority, need, and right timeline to buy what they sell. Buying Criteria. "why should I buy it?";


B2B vs. B2C: How Content Marketing Changes by Target Audience


Seeing Jean Claude Van Damme perform his epic split on a set of Volvo trucks isn’t enough to persuade commercial truck buyers to choose the brand when compared to other variables such as pricing and warranties.

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B2B Market Segmentation – Part 2: How to Approach Segmentation

Everything Technology Marketing

But it doesn't get to the core of why companies are buying and what problem they are looking to solve (don’t get me wrong, demographics are still an important factor in the segmentation process, but they shouldn't drive the first steps of segmentation).

Accountants are Cool (No, Really!).Show the World with Video Marketing


In fact, they were developed for internal purposes-- for team building, as well as to ramp up for the New Year, gain buy in and excitement from the staff. Overall, the entire experience has been a definite positive. Everyone thinks CPA's are totally boring, right?

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5 Key Reasons for Launching an ABM Strategy?


It says 75 percent of consumers are more likely to buy from retailers that recognize them by name, recommends options based on past purchases or preferences, or knows their purchase history. There is a serious “battle for the buyer’s mind” as noted in Al Reis’ seminal book, Positioning.

The Importance of Business Research for Your Firm: Top 10 Questions to Drive Growth & Profitability

Hinge Marketing

When you understand what true value and benefit of your services, you're in a position to enhance it or even develop new services with other true benefits. SEE ALSO: Why Brand Differentiation is Essential for Professional Services Firms to Succeed.

Why Customer Experience Matters to Your Business


When the customer experience is consistently positive, you can increase brand trust and loyalty while building strong business relationships. They’ve used your products and have experienced how you do business, so if they’re still buying from you, you’ll know it’s because they’re satisfied. A recent study found that by the year 2020, customer experience will take higher priority than price and product as the key brand differentiator.

The Role of Emotions in B2B Marketing: Telling a Story, Making a Sale

Marketing Action

And B2B buyers are more cold-bloodedly concerned about product details, payment schedules, and competitive differentiators. For example, if a B2B buyer is emotionally connected to your company’s brand, then it’s highly likely that the buyer will consider buying from you.

How to Shorten the B2B Sales Cycle

Great B2B Marketing

The future of your company (and its stock price) may depend on getting revenue in the door faster. If the message isn’t crystal clear and the selling process is out of alignment with the way customers want to buy, the sale will take longer.