Differentiating Yourself From Competition
The Challenge
The foundation of any successful communications
program involves two steps—developing a solid
messaging strategy and then staying on message as
you execute various elements in the communications
mix.
Your messaging strategy must establish a strong
link between the capabilities of your company and
the needs, desires and fears of your customers.
Most importantly, it must differentiate you from
your competition.
The Solution
Industrial Strength Sales Support—our
back to basics approach to communications—makes
messaging strategy the top priority in any communication
program. We utilize a simple, but well structured
business model to gain an in-depth understanding
of three key elements that will determine your benefits,
advantages and positioning.
Your company’s capabilities:
This begins with your core products and services,
including their features, performance, and price.
It also includes intangibles, including personality/image
and value added services.
Your competitive environment:
This includes the current economic climate, the
pace of technological change, market maturity and
market dynamics. It includes your direct competitors
as well as old ways and new ways of doing things.
Your customers: Their wants, needs
and fears, their current behavior, awareness and
attitudes, and past experience with you and competitors.
