Written by: Vickie Sullivan | October 07, 2021
Why Buyers Don’t Believe Your Marketing
Fifty percent of buyers say a seller’s ability to differentiate from the competition influences their buying decision. However, only 21% of sellers are effective in this area, according to a RAIN Group study about sales decisions.
Why is it so hard to communicate uniqueness to sellers? Why don’t buyers see you are different? The most common reason: Your claims are so broad that buyers don’t believe you. When every service provider touts the same benefit, your best feature is no longer different. One example: Everyone says they have better service.
This happens often in the B2B arena. The problem is in the process. The first thing most owners do is poll their customers on what makes the company different. And the answers that come back are usually general (again, such as better service). If enough clients say that, the business owner thinks “Yep, that’s how we are different.” And they broadcast that message to potential clients. Then they wonder why it doesn’t compel new buyers to choose them.
Listen: How to Make Your Differentiation More Sellable
It isn’t enough to advertise what your clients tell you. You must position that information as something competitors don’t have. That’s why message strategy is so important. There’s a difference between client feedback and what influences sales decisions.
Now Read This:
- How to Differentiate Your Ideas
- Your Position of Power: Packaging Your Expertise for High-Fee Markets