5-Second Differentiator that Can Multiply Your Sales
Picture the scenario in your mind. You’re sitting across the table from your ideal client, and you only have 5 seconds to tell them why they should do business with you.
What are you going to say? What’s your 5-second differentiator?
If you don’t immediately have an answer, you’re not alone. Most businesses have a hard time distilling their key selling point down to a single idea. But to make it in a crowded marketplace, businesses need to find their strengths.
Digital marketing experts estimate that the average American is exposed to anywhere from 4,000 to 10,000 ads every single day, and about 3 million businesses use Facebook ads to market their business.
With more content and clutter in front of your customers, it’s critical to find your niche to stand out. If you don’t have something that’s special or unique, you’ll blend in with the millions of other businesses vying for your customers’ attention.
Find your 5-second differentiator
Many companies try to hang their hat on delivering great customer service or providing a quality product. That’s a standard the customers expect from all companies today -- it’s not something unique that’s going to help you stand out. Being smarter and better or having excellent customer service isn’t going to attract attention on Google Adwords. The market is just too crowded and there are too many options.
Start by finding your industry pain point
To find the differentiator that will allow you to break away from your competitors, you need to understand the pain point you can solve for a customer and find a hole in the market that only you can fill. Create something the industry hasn’t seen before, is fresh, and will make heads turn.
Triple R Marketing recently worked with a manufacturing company to revamp their marketing. The leaders of the business initially thought they should tout the years of experience they had in the industry and how long the company had been around. When we spent time really understanding the market and what their customers care about, we discovered that the standard delivery time is 6 months for competitive products in the industry. Our client delivers their product in 6 weeks. Their key differentiator is that their customers can be productive sooner because they spend less time waiting for their order.
Talk to your customers
When you’ve spent a lot of time working for and growing a company, it’s easy to get attached to the way you’ve done things in the past. An outside view can be incredibly helpful to get fresh perspective on the pain points in the industry. Ask your customers what you’re doing that differentiates you from competitors. Have an outsider or study group walk through your sales process from beginning to end. Do people like your website? How easy to use is your ordering system? This exercise can help uncover key differentiators that you may not have thought about.
A Triple R Marketing client recently launched a mental health practice. As we looked at angles to market the practice and tried to nail down a compelling key differentiator, we uncovered that most patients have to wait months to be seen by a provider. Our client guarantees that her patients will be seen within 1 week of making an appointment, which is a game changer when a patient is in crisis and needs to be seen.
Once you find that 5-second differentiator, you need to be consistent in how you use it. All of your marketing materials and advertisements should be focused on that key differentiator so that customers recognize it and start talk about it.
Need help finding your differentiator?
If you only have 5 seconds, what’s the one thing that will make a customer want to learn more? If you’re not sure, contact Triple R Marketing today. We can help you find the niche that will maximize your marketing investment and multiply your sales.