Personal differentiation

B2B, differentiation, Marketing, Positioning, relationships

This post was actually starting with nothing to write about. Suddenly a thought flashed across my mind.

I keep talking about continually marketing to your prospects and customers in the B2B space. It can be with your own products or with your partners’. But be in touch always.

But you need not always be making offers to your prospects or giving them more information.

Sometimes just a hand written thank you makes a more personal statement. In B2B selling, in most cases still, you need to have a relationship in place before you can sell anything.

As Mark McCormack used to say – all things being equal people buy from friends . If you have not read his book What they don’t teach at Harvard Business School and its sequel….they are gems. So much wisdom in such small reads

Which brings me to another thing which I have found useful to give, is a non-standard gift. Copies of paintings, books etc.

Sometimes your product has differentiation which is very unique. In most cases in technology marketing its rare. You create your personal differentiation in front of the customer by doing these small things

Some organizations do have a amount on the value of gifts that are considered inappropriate. You need to be cognizant to that. But within that you can be creative and give gifts which have a high recall value….sometimes much much higher than what your marketing webinar would give.

In B2B especially and otherwise also relationships matter. So keep working on that.

Till next time then.

Carpe Diem!!!

Selecting a Niche Part IV

differentiation, Marketing, Positioning, Product Management

Joe Polish has this wonderful example of a kaleidoscope and telescope. If you look into a telescope you can zoom into a specific object and identify this out it.

On the other hand if you look through a kaleidoscope, you see a lot of beautiful patterns but you can’t find one specific thing to focus on. As you keep rotating the kaleidoscope the patterns keep changing and keep mesmerizing you, diverting your attention from good pattern to the next.

When you niche, you not only find what you need to focus on, but you also find what you don’t need to focus on.

As marketers we are always seeing opportunities like the patternsin a kaleidoscope. A marketer is fundamentally positive by nature and therefore see opportunities all the time. This however is the downside for us, it tends to distract us.

By creating a niche and sticking to it, you put the blinders on for everything else. Then your messaging to your audience improves, you are able to identify all the different nuances for the audience and therefore slowly start owning the space in the mind of the customer.

Once you can own the space that’s when the game starts and you make profits.

Till next time.

Carpe Diem!!!


differentiation, Marketing, Sales

Bigbasket is a grocery and fresh fruit and vegetables delivery e-commerce company in India. I order stuff from them via their Mobile App

I was ordering the monthly stock of groceries, couple of days back on their app.

I ordered my standard brand of multi grain flour, biscuits etc.

My wife had asked me  to also order mustard sauce.  I don’t  have a  preferred brand of mustard sauce. So I searched. There were basically two types of  mustard sauces- American Mustard and English Mustard. And every brand had these two.

To top it, I don’t know the difference between the two.

So I randomly decided to look at American Mustard sauce.

Now comes the interesting part….between the various brands that they had on their catalog, the only difference I could see was price…..maybe if I had tried to go deeper I would have found out some things. But at least I was not able to see upfront and I did not have the time to explore, so I kept scrolling down.

Suddenly I came across a brand which was clearly showing 96% fat free. Now please understand I don’t know if others are also equally fat free or not. But because I appreciate things which have less fat I ended up buying it. I didn’t think of price.

As a practioner of marketing I am always looking for seeing how companies who don’t have a brand, differentiate their products to make them stand out. Otherwise for most people if they don’t see the difference the only way people choose is on price.

Having a well recognized brand helps make you stand out. But if you’re starting new, the only way you can survive is by being able to differentiate your business.

On the other hand if you differentiate, then you will appeal to some people who will then not think of price when they buy your product or service. Slowly you then build your brand because of the differentiation.

Till next time.

Carpe Diem!!!