4 Questions to Ask to Determine Your Key Differentiators
Many times, when you are creating a proposal, there is most likely at least one other competitor who is submitting a proposal at the same time. The competitive nature of proposals, especially in response to RFPs, makes it essential that your content highlights why your company is the best choice for the project.
Coming up with these differentiators can be difficult, however. Fortunately, there are a few questions you can answer to uncover just why your company is the best fit for a project. Read on to learn more.
1. Why did our current customers choose us?
This is one of the most impactful questions to ask when developing a proposal and marketing, or sales content. If you do not have the answer, ask your customers to share these insights. Typically you will learn a differentiator or two that you hadn’t even considered but that customers find very valuable. Take note of anything they say and compare with notes from your sales team. Condense these to 3-5 key differentiating factors that you can highlight in your proposals.
2. What do we do differently than our competitors?
You may have learned this with question 1, but it is still important to understand what exactly the competition provides and how you are different. For example, is their customer support only available during standard business hours but yours is 24/7? Or maybe all of your staff are certified but your competition only requires that of leads. You can research the competition’s digital marketing materials, ask clients, and sometimes even review their proposals to learn more about how they compete. Most likely, there are a few things you do differently that will be important to your potential customers.
3. What topics do customers find most interesting in sales meetings?
In your next few sales meetings, take notes of the specific points that customers find interesting. If possible, probe to understand why this is important to them. Ask about the competition and if they also offer whatever it is. Use these notes to create differentiators that can be used in your proposals.
4.What is our overall value compared to our competition?
This question brings price front and center. Your overall value is both the specific solution you offer along with the price that customers must pay. While some buyers focus solely on price, most will award to the best valued option. This means pricing pays a factor but the rest is also important. To ensure you have a strong overall value, learn how your competitors price and compare their specific offerings with yours and your price.
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Next Steps
Now that you know a few key questions to ask to learn about your differentiators, it’s time to document them and incorporate those differentiators into your proposal content! Use these key differentiators to develop common themes throughout your proposal that speak to the reader.
