Written by: Vickie Sullivan  |  April 09, 2024

Beyond Better: Crafting a Market Strategy That Resonates with Buyers

When it comes to market strategy, a big question business leaders ask is: Should we play the “we’re better” game or the “we’re different” game? A better question to ask is, “Do buyers want us to be better at what they need, or do they want a different approach, such as an innovation that changes their game?”

Innovators get a lot of attention, so business owners often think being better is enough to differentiate them from competitors and justify premium pricing.

Why Being “Better” Isn’t a Strong Market Strategy

That market strategy won’t work in a hyper-competitive marketplace, though. Here’s why:

• Being better has been devalued. Vague claims of “better” can be easily replicated, causing doubt about their credibility. Even if buyers agree that your solution is better, they may question whether the improvement justifies the cost. (Thank you, AI.)

• The era of personalization has changed buyer expectations. Buyers want to know something is better for them. Software companies can demo their innovations and create first-person experiences. While advisors have their speaking opportunities and testimonials to show their acumen. These days, though, those are just the first step. Connect what you do to how your buyers will benefit—personalize your approach. Your claims to fame now must be the buyer’s opinion, not ours.

My take: Most service providers work hard to be better, but they don’t position that improvement effectively. It is not enough to say, “We have better service” or “our advice is great.”

Listen: How to Prove You Are Better 

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