by Business author Mark Faust
The best lens through which to see your competitors is that of your customers. Regularly asking customers who and what the alternatives to your solutions are may increase selling effectiveness.
The following questions will help you establish positioning points for a product or service:
— What do you offer the customer that no one else offers? (Points of competitive uniqueness.) Unique advantages of a product or service are rare.
— What do you offer that is demonstratively better than the competition? (Points of competitive advantage.) Advantages are most powerful when you have proof of your advantage’s reality and value.
— Where are you equal with your competitors? (Points of equality.) Calling out an equality may help neutralize a competitor who touts it as an advantage.
— What are your weaknesses that may hinder your offering to the customer? (Points of competitive weakness.) This weakness can be re-positioned as a chosen weakness that highlights the competitive advantage of your offering. A higher price may mean better quality and service.