As professional service providers it is sometimes difficult to separate yourselves from your competitors. When a prospective client asks “so why are you different from ABC & Co?” at best we may list a few things which may or may not be different (but are they any real benefit to the client?) and at worse we have no credible answer at all. You don’t have to be Einstein to realise that if you can come up with no tangible differentiators the clients will do it for themselves and it is likely to be based around cost, effectively making you a commodity supplier- a very nasty place to be.

So is it possible to create real differentials? It absolutely is. In most cases these new differentials have no cost and little time implications and yet they can make you stand apart from your competitors giving your clients and potential clients a reason to work with you. This insight explains how differentials work and goes some way to explaining how you can create them.