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Immagine del redattoreIng. Alberto Scanziani

How to stand out when all our competitors seem identical?

Aggiornamento: 5 ago


Recently, during a check-up of a company in the plastics supply chain, I was able to observe their strengths and the value they generate, known as their “USP - Unique Selling Proposition.” In other words, the entrepreneur listed the benefits for customers and everything he believes sets his company apart from competitors.


Indeed, after seeing the production department and the fully 4.0 management system, I personally verified significant strengths: the result of substantial investments and forward-thinking.


So, I took my time and researched the main competitors to evaluate my client’s positioning and, most importantly, to "certify" their USP.


well, many competitors claim the same advantages

What to do when major competitors claim the same things?


The issue presents itself as follows: if potential customers are approached by suppliers who all seem valid and similar, which one will be prioritized? Whom will they trust? Which supplier will be chosen first?


It's important to note that at this preliminary stage of the relationship between a supplier and potential customers, price does not yet come into play and is not a determining factor.


This problem is critical because I must fully and solely take responsibility for it. In other words, it is my job to find a way to differentiate my client's company from others, even if apparent differences are not evident. Apparent.


One approach could be to empathize with the "buyer persona" who is the target of market scouting and try to think like them: which supplier would I pay more attention to? Who is the “first among equals?”


Key Factors to Stand Out


I might be more attracted to 12 things in a supplier during the preliminary relationship stage, excluding the price factor and the brand factor, assuming I have never heard of the company contacting me:


  1. A Well-Designed Website: A mix of convincing text and images, not the usual outdated site; communicating well implies working well.

  2. Modern Expression: This includes an active (I repeat, active) presence on professional social media, perhaps with some videos.

  3. Elegance or Originality in Presentation.

  4. Ability to Document Experience and History in My Specific Sector.

  5. Fewer Institutional Claims, More Facts: Demonstrating skill rather than just narrating it, such as with brief project descriptions.

  6. Testimonials from Satisfied Clients in My Sector: This is more valuable than self-promotion.

  7. Ability to Provide Case Studies: To see how they work in practice.

  8. Demonstration of Quality in Daily Operations: Not just showcasing certifications, but also detailing quality control procedures.

  9. Commitment to Innovation: Or equivalently, investments made to increase production efficiency or solve problems.

  10. Ability to Meet My Daily Needs: Speed of delivery for emergencies, product or service customization, wide range of products, etc.

  11. Participation in International Fairs and Events: To document the broad scope of commercial actions.

  12. Significant References: Preferably the international ones.


Eventually, I would check off the all the arguments and see which supplier collects the most checkmarks: that’s the supplier I would give my initial attention to. Then, I would also look at the second and third to have an economic comparison..


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