It’s easy for customers to lump choices together, paint with a broad brush, categorize us as a commodity. The story they tell themselves absent something more compelling is that all of their choices are more or less the same. It’s our job to tell the stories that make those generalizations difficult:
“It may be widgets to most, but we have PhD scientists hard at work on this…engineers with 50 patents each…here’s why you won’t find this anywhere else.”
“You may not review your training spend often, but another customer saved 100 days, 100 grand, 100 headaches…they were exactly like you before they started.”
“Maybe you didn’t realize that the laws are changing, but this is our specialty and we know where the industry is headed…here’s how you can shape the future instead of letting it surprise you.”
Don’t let your customer turn your offering into a commodity. You know why you are different and so should they. Use your story to transform from one of many to one-of-a-kind.