Let’s talk about why B2B companies can’t differentiate.

Look at the homepage of any B2B services firm, and I PROMISE you will find at least one, and probably 2 or 3 of the following:

✔️ “Trusted for over XX years”

✔️”Efficient, effective, focused”

✔️”Personalized”

✔️”Delivers XX% ROI in XX months!”

✔️”Long list of our services…”

✔️”Grow your business”

✔️”Award-winning!”

These are not differentiators. They are not even characteristics. They are just fluff language that tells your prospective customer absolutely nothing.

And I get it. It’s really, really hard to stand out when there are literally thousands of firms who do exactly what you do. Your service is not unique. Even thinking about a “unique value proposition” makes your head hurt.

But, I promise you – it exists. You DO have something special and different, it just takes some work to find it amidst all the clutter of “what you think you should say”.

When I am trying to figure this out with a client, I dig into a few areas where differentiation is usually hiding.

1. YOUR “WHY”.  Everyone has a passion – and if you loved it enough to literally start a business to do it, then let’s talk about that – maybe you stand out because of the purpose that drives you.
2. YOUR “HOW”. Yes, there are dozens (hundreds) of companies like yours, but maybe you tackle the problem differently, with a unique process or point of view? What is it?
3. YOUR “WHO”. Ideal client goes a lot deeper than just niche or industry. What do your clients really value? It’s likely more nuanced than just the outcome you deliver. Maybe you ease their anxiety, boost their ego, help them look good… look for that emotional impact, and use that to your advantage.

And most importantly, remember that You Solve A Problem.

→ For a PERSON, not a company. Market like a human speaking to another human.

→ Who has a real PAIN POINT, not an abstract desire. No one suffers from “lack of efficiency”, they suffer from “this annoying task that should take 5 minutes and instead takes an hour because this dumb system won’t talk to the other dumb system.”

→ And you can FIX it, even if they do not yet realize that it is fixable. Acceptance of the status quo is one of the biggest barriers to action. If prospects don’t know the problem can be fixed, then tell them!

—> Sell the BENEFIT, not the solution. “Stop eating lunch at your desk because you are waiting for reports to run. We can make your systems talk to each other.”

And please, STOP promising generic results like “growth”. It is very hard to sell outcomes that are not tangible and quantifiable. Your customers are smart enough to know that solving their problem will be a good thing for their business – so focus instead on how you will make their day easier and their job more enjoyable, and why you are the best person for the work.

Need help? Let’s talk.

Want more insights? Follow me on LinkedIn.