Unfortunately for many suppliers it can be difficult to
create a distinction on points 2 through 5. When that happens,
the customer often starts to treat all suppliers and supplies
as equals. The result is that they buy on price.
Look at it this way; how often do your competitors say
they can do the same things you do or as well as you can?
And if you cannot get the customer to see the difference
then why should they pay for the difference? That is the
problem with many proposals today. They all sound the same.
And even when they do differ, how much are your added abilities
worth? 1% more? 10% more?
You need to prove it! Or you will lose a number of accounts
that don't see it.
That is what developing a unique selling proposition is
about. Creating a competitive distinction, not around "trust
me", but one that shows the customer your distinction.
Too often we do that just by listing our assets. But every
other supplier lists the same ones.
