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What makes you different
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One way that makes the process of articulating what's different about you simpler (not less painful, though) is through your insight. April Dunford defines insight as "the thing we understand about the market that the others do not." It starts with what you see in the market that doesn't make sense, that makes you cringe, that pisses you off. And the way you approach it that's in another direction from what everybody else does. It's your understanding. That's what makes you different. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Business is not busyness. Being busy doesn't mean you're actually bringing value to your business. And even worse, you might not bringing value to your customers (the right ones). You might end up full of tasks, to-dos, overwhelm and choose to focus on every customer (because they're all important, right?). And what you're doing is choosing to ignore your most profitable ones over the ones who are not. Keeping that game for long will end in only busyness —quite likely without a business.
It's a way to have what you gain over your prospects and customers' proposed set budget. Think of it as the extra fund for fun (new projects, new products, more vacation, more bonuses, paid-time-to-think-bigger...). Blair Enns calls it your RAB Fund. And gives this example: Let’s say you have a client with a stated budget of $20,000 and you present a proposal with options priced at $20k, $35k and $90k. (Don’t read too much into those numbers or their relationships with each other.) If the...
Whatever your prospects come with as a budget, it's your mission to guide them and find out whether that budget is actually the one they need for the outcome they're after. You're the expert, help them out. Talking with the value-creators gets to be a different discussion from the budget keepers. And these value-creators focus on the outcome. And for that, they can make the right adjustments to have the "right" budget.