Key differentiators are the physical characteristics and “personality traits” of your company. They are what sets you apart in staffing that makes your company unique (or at a minimum, define why you are BETTER than the competition).
Differentiators help prospects understand what you are offering and why they should work with you -you are defining “what’s in it for them.” Differentiators also instill confidence in the purchaser’s decision, and once they experience them in working with you, it will likely compel them to continue working with you in the future.
Searching for what makes you different.
What does your team do that your competition does not -or what do you do better? Consider holding a brainstorming session with your team to help pinpoint these down. Make a list of everything you already know that sets you apart and include what feedback you have received from your clients and candidate over the years. Tap into what your current clients’ and candidates’ experiences are with your team. Where do you shine?
A few types of differentiators could include:
- Specialization areas
- Niche expertise
- Service quality
- Unique processes
- Size of your organization
- Credentials of your team
- Geography of your business
- Access to things your clients and candidates need
So, once you’ve identified your key differentiators, take a step back and evaluate them:
- Is it true?
- Is it important to your prospects?
- Can you prove it? How?
In any service business, you have to deliver great quality with excellent service. As you define these, look for those experiences your clients and candidates rave about with your team. Dig deep into those as they offer the opportunity for your differentiation.
Would you like help with defining your differentiators and value proposition? The team at Haley Marketing is ready to work with you to analyze your strengths and weaknesses, and then we’ll prepare messaging recommendations that include:
- Key differentiators
- Positioning message
- Value proposition
- Core story