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Are You the Best? Go-to-Market Propeller

The third in an occasional column on marketing strategies for emerging technologies, by industry marketing expert Amy T. Wiegand: Go-to-Market Propeller.  This month: Are You the Best?  How to Demonstrate that to Your Customers 

By Amy T. Wiegand

Demonstrating that Your Organization is the Best, Fastest, Safest, Most Cost Efficient & Accurate

Today, in the global race to digitization and automation, we are pioneering new technologies that capitalize on both. Many of us are marketing that we are the best, fastest, safest, most cost-efficient, and most accurate products or services on the market. But who is, really: and how do our prospects differentiate our solutions?

“The Best” Differentiators

Think about the time when you invested in a new technology or a major purchase. Were you sold when you read, “We are the best in our field?” Probably not. Maybe you are leading the pack?

Find the problem you solve for the customer and demonstrate the action that verifies your organization is superior.

Quantify Your Achievements:

Focus on Quality & Customer Success:

Demonstrate Leadership:

Use Comparative Statements:

Communicating your organization’s strengths without explicitly declaring you are “the best” showcases excellence.

“The Fastest” Differentiators

Ask why your organization is the fastest. Is being the fastest better? How? In that answer, find the problem you solve for the customer and showcase the action that verifies your organization’s speed-to-deliver.

Quantify Time Savings:

Highlight Quick Turnaround Times:

Focus on Real-Time Updates:

Demonstrate Time-Efficient Processes:

Illustrate Efficient Implementation:

Emphasize Agility:

By communicating your organization’s efficiencies, you can convey your commitment to being the fastest without explicitly stating it.

“The Most Cost-Effective” Differentiators

Is your business a cost-effective solution for the prospects in your pipeline? Is cost their main pain point? It may not be. Find out the cost problem, if there is one, and then showcase the action that verifies your organization’s opportunity to showcase cost-efficiency.

Quantify ROI (Return on Investment):

Focus on TCO (Total Cost of Ownership):

Reference Efficiency + Savings:

Highlight Cost Reduction Features:

Emphasize Resource Optimization:

Showcase Scalability:

 Reference Competitive Pricing Strategies:

By communicating the value and long-term benefits of your products or services, your organization can convey cost-effectiveness without explicitly claiming to be the most cost-effective.

“The Most Accurate” Differentiators

Has your organization been validated to provide unmatchable, error-free, precise, and accurate products or services? Define why accuracy is important to your customer and demonstrate how you provide their solution.

Reference High Standards:

Highlight Error-Reduction:

Illustrate Precision & Quantify Performance Rates:

Demonstrate Data Integrity and Quality:

Discuss Rigorous Testing Protocols:

Reference AI & Machine Learning Capabilities:

Highlight Customer Success Stories:

Demonstrating how your organization conveys precision, reliability, and high standards, you can communicate a commitment to accuracy without explicitly stating it.

The best way to learn your competitive advantages is to understand the market your organization serves. Encourage your revenue generation team to hold frequent customer discovery calls, rigorously qualify prospects before you even open a demo reel and understand current customer service opportunities. These actions provide learning that will showcase why your products and services are superior and where your organization needs to grow. What is the competition saying about being the best? How do they differentiate themselves? Are they faster than your organization? If so, how? Are you competitive in pricing? Is the accuracy of your products and services quantifiable? What are your employees saying about your organization? How can you use these feedback loops to help position your messaging to demonstrate that your organization really is the best?

Missed the last one?  Catch up here:

Amy T. Wiegand is a go-to-market professional, having worked with the best of tech start-ups and notables like Walmart, The Coca-Cola Company, NATO, UPS, local, state, and federal governments, colleges and universities, top ad agencies, and more. She has realized revenue generation growth throughout her career and champions brand management, pipeline strategy, organizational process and implementation, content, product and digital marketing, public and investor relations – and profitability. Amy is also a project architect and master director, having developed award-winning programs in aviation and UAS in public safety, special military, and commercial drone operations. Amy was the first person to facilitate a sUAS training program for The State of Virginia in 2014 and is an enthusiastic leader of STEM initiatives. Connect with Amy on LinkedIn. X:@amytwiegand

 

 

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