BRX Pro Tip: Differentiation: Not What, But How
Stone Payton: [00:00:00] And we are back with BRX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, when it comes to this business of trying to differentiate ourselves, the key is not so much what. It’s really more about the how, isn’t it?
Lee Kantor: [00:00:13] Right. And that’s an important distinction. A lot of people get so caught up with what they do, and they love to explain the minutia of what they do and what, you know, kind of the benefits, and all the features, and all that stuff. And the buyer doesn’t really care because, usually, the buyer is committed to buying something. So, now, what they’re going to really vet you on is how you do what you do. How are you going to deliver that service? How is that unique to you? And how is it different than everybody else?
Lee Kantor: [00:00:47] And that’s where I would recommend, especially solopreneurs or folks that have small firms, you have to lean into the how you do what you do and you have to keep making it better and better. And by doing that and by putting your own personality and special sauce on it, it’s going to be different than everybody else’s. And then, therefore, you’re going to stand down.
Lee Kantor: [00:01:06] And don’t be afraid to kind of be yourself, because there’s only one of you. And when you’re yourself, then you’re not competing with anybody else because there’s only one of you. So, the more you can kind of make it about how you do what you do and the special way that you’ve kind of combined all your talents and all your services and all your skills, then you become indispensable and you’ve eliminated your competition.
