Memecast #42: Real Value Comes From Real Differentiation

<span style="font-weight: 400;">Real value comes from real differentiation.</span> <p><span style="font-weight: 400;">Real value is turned into perceived value through marketing. </span></p> <p><span style="font-weight: 400;">When we're up against the competition, which most of the time we all. Our customers are buying perceived differentiation.</span></p> <p><span style="font-weight: 400;">They look at our product or competitors' products. What's the difference in price and is it worth it? And the, ‘is it worth it’  has everything to do with the difference in capability, the product differentiation, the features that are different. </span></p> <p><strong>“Build real differentiation, but we have to make sure our customers know it.” - Mark Stiving</strong></p> <p><span style="font-weight: 400;">Now we may have built the best product in the world. We may have built a product that is much, much better than our competitors, but if our buyers don't know that.</span></p> <p><span style="font-weight: 400;">If they don't believe that, then they're not going to choose our product buyers. </span></p> <p><span style="font-weight: 400;">Aren't buying based on real differentiation?</span></p> <p><span style="font-weight: 400;">They're buying on their perceptions or what we'll call perceived differentiation. Our job as a company should be to build products that are truly better than our competitors.</span></p> <p><span style="font-weight: 400;"> In other words, build real differentiation, but we have to make sure our customers know it.</span></p> <p><span style="font-weight: 400;">And that comes through marketing. It comes through sales efforts. We have to make sure we're communicating the fact that our product is better/different than our competitors. </span></p> <p><span style="font-weight: 400;">We hope you enjoyed this podcast. If you see have any questions or feedback please email me mark@impactpricing.com. </span></p> <p><span style="font-weight: 400;">Now go make an impact.</span></p> <p><strong>Connect with Mark Stivin