{"id":1452,"date":"2016-06-15T07:30:18","date_gmt":"2016-06-15T11:30:18","guid":{"rendered":"http:\/\/crestconsultingllc.com\/?p=1452"},"modified":"2020-11-09T12:16:35","modified_gmt":"2020-11-09T17:16:35","slug":"better-lead-conversion-sell","status":"publish","type":"post","link":"https:\/\/crestconsultingllc.com\/better-lead-conversion-sell\/","title":{"rendered":"For Better Lead Conversion – Sell Yourself"},"content":{"rendered":"
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Go Big, Be Unique, Be Yourself<\/h1>\n

Parity in Sports<\/h2>\n

In sports, when the talent of all the teams in a league is roughly equal, the level of competition is good and the odds of defeating your opponent in any given game or match are roughly even or not easily predicted. For many people in sports, this is a good thing.<\/p>\n

Parity in Marketing<\/h2>\n

In marketing, if everyone has (roughly) the same access to technology (apps, social media, etc.) and audience (through the Internet), it means that anyone, regardless of company size, has a chance of getting in front of their target audience.<\/p>\n

\"\"<\/a><\/p>\n

Is Parity in Marketing Bad?<\/h2>\n

Not necessarily. At a basic level, it can be a baseline for consideration of your products and services. Here\u2019s an example: If a prospect is looking for software that provides a particular calculation, then any software that provides this capability may qualify for consideration. In this situation, parity is good \u2013 you meet the baseline criteria.<\/p>\n

If the prospect needs the results displayed in ways other than text or numbers, then conveying results graphically becomes a \u2018requirement\u2019 for this particular buyer. Now, only software that can calculate and display the results graphically <\/em>is considered.<\/p>\n

But\u2026 Parity Isn\u2019t Always Good<\/h2>\n
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After making it through the basic consideration stages based on a prospect\u2019s requirements and your ability to meet them, it\u2019s time to differentiate your company from the others that qualify on basic requirements.<\/p>\n

Too often companies choose meaningless, bland, generic statements such as \u201cGreat customer service\u201d in an attempt to separate themselves from their competitors. Buyers are too sophisticated to fall for this. Do companies without great customer service survive or brag about it convincingly? I don\u2019t think so.<\/p>\n

One of These Things (is not like the other)<\/h2>\n

\"1Of_These_Things.jpg<\/p>\n

\u00a9\u00a0Sesame Workshop (formerly known as the Children’s Television Workshop, or CTW<\/p>\n

To differentiate your company from the rest, you need to answer the question “What do you do, or offer, that\u2019s unique<\/em>?” Do you offer free training or installation? If everyone else in your industry does too, then move on to your next attribute. What do you offer that nobody else<\/em> in your industry offers? Are you quantifiably faster? Can you prove a better ROI? Is your technology or process patented or proprietary?<\/p>\n

There\u2019s a balance to being similar yet different. Where you position yourself depends on where you currently are in your industry.<\/p>\n