Please enter your username and password below to add this speaker to your folio.

Think you have the competitive edge?

Think you have the competitive edge? Wouldn’t you rather KNOW you’ve got it?

Thinking you have the competitive edge and knowing you have it are two different things! So how do you know whether your company is on top or headed to the bottom of the heap?

Do your customers tell if there’s a difference between your product / service and that of your competitors? Not, if you aren’t telling them what that difference is. Does your staff know that difference? For that matter do you know the difference?

KNOWING the difference is key and here’s how you can be sure that you can tell that story with the drop of a hat.

First point, saying “Our product is better quality” or “Our service is better” won’t cut it. Anyone can say that and most do. Where’s the difference? You need to spell out what sets you apart from the competition.

You need to have a 30 second advertisement that includes:
- Your name
- Your company
- A statement about a typical problem experienced in your target market
- An intriguing statement about how you can help solve that problem

For Example: “My name is Mike from Competitive Motors. We’ve found that there is a lot of confusion in the automotive market today because there have been over 150 new models introduced in just the past three years. We’ve developed a computer book that profiles everything the buyer wants in a car and in less than five minutes, identifies the models most likely to fit their needs.”

Here’s exactly how to do this. First, break down the components of your product or service into four distinct categories, Competitive uniqueness, competitive advantages, competitive parities, and competitive disadvantages. Let's look at each one individually.

- Competitive uniqueness: What can I do for my customers that no one else can do? What can I offer that no one else can offer?
- Competitive advantage: What can I do for my customer that my competitor can also do, but I can do it better and I can prove it?
- Competitive parity: My competitors and I are the same here -- no real differentiation.
- Competitive disadvantage: Where does the competition have an advantage over me?

You may want to do your analysis by market segment, by competitor, by product, or all of them. But knowing your competitive position will quickly get you on your customer’s radar.
But what if you have a product where some features may be unique, some may be advantages, some may be the same and some may be disadvantages. Say for example, that you are selling a fax machine that is plain paper, that's (parity), because others do too. But yours will interface with your phone, computer or car telephone, that's (uniqueness). Yours also has the highest resolution available, that's an (advantage), 300 number memory, another (advantage), but it will not do broadcasting and polling, that's a (disadvantage). You're going to use this information in every step of the sale. Your entire selling effort will be built around your competitive strengths.

Know your competitive advantages and uniquenesses and articulate them clearly to prospective customers. Rise above your competition. Make more sales, more profits and more long-term satisfied customers.


Nobody delivers lectures quite the same way as Dr. Tony Alessandra, who combines valuable learning with humor and energy for a lively presentation you won't forget. Dr. Alessandra's audiences enjoy a relaxed and amusing session while at the same time learning practical communication skills that will immediately help them to improve their relationships with clients and co-workers. Dr. Alessandra can show you how to make others as evangelical about your…... more

Other Posts by Tony Alessandra

Goals are the most important tools you need to accomplish anything, and there are certain steps you can take to complete your goals after you’ve made them. There are certain areas you need to consid'...'more...
We have all heard of the Golden Rule and many people aspire to live by it. The Golden Rule is not a panacea. Think about it: "Do unto others as you would have them do unto you." The Golden Rule implie'...'more...

MORE Marketing / Branding BLOGS
Create a Future of Prosperity with Innovation Speaker, Michael Perman
Innovation keynote speaker, Michael Perman helps teams crack the innovation paradox to generate actionable ideas, breakthrough products, and revolutionary customer experiences. The founder of C’EST'...'more...
Transforming Your Business through Practice Management, with Sales Speaker Duncan MacPherson
A professional branding and client acquisition expert, sales and marketing speaker Duncan MacPherson has been coaching financial professionals for over 20 years. His company Pareto Systems is at the f'...'more...
Four Pillars of Exceptional Execution, with Kevin Kelly
Internationally acclaimed motivational speaker Kevin Kelly is a foremost authority on entrepreneurship, leadership, sales, creativity and personal excellence. Over the course of two decades, Kevin has'...'more...
Purposeful Branding, with Simon Mainwaring
Simon Mainwaring is the founder of We First, a leading brand consultancy that provides purpose-driven strategy, content, and training that empowers companies to lead business, shape culture, and bette'...'more...
Learn What Customers & Employees Crave Most, with Gregg Lederman
Gregg Lederman is the founder and CEO of Brand Integrity, a passionate engagement company with disruptive and sustainable solutions that don't just work, they matter. He is the author of ENGAGED! Outb'...'more...
Think Big, Act Bigger with Jeffrey Hayzlett
An expert in leadership, change management, entrepreneurship, creativity and communication, Jeffrey Hayzlett is a bestselling author whose dynamic, insightful presentations make him a popular public s'...'more...
Purpose-Driven Branding with Simon Mainwaring
Simon Mainwaring is the founder of We First, a leading brand consultancy that provides purpose-driven strategy, content, and training that empowers companies to lead business, shape culture, and bette'...'more...
Core: the central, innermost, or most essential part of anything.
Contact Us