In professional services, we often talk about “standing out from the crowd“. But the truth is, more often than not, we are in the centre of the crowd! So for this week’s BD Tips Wednesday post on LinkedIn we shared what my daughters’ call the ‘3R Test’ when considering/deciding whether a differentiator really is a differentiator and helps that business truly standout from its competition.
Is it Respectful?
The first test is: Is it respectful? Here, what we mean is: Is it honest/true?
More often then not, professional services firms set themselves out as being different to their competitors with motherhood statements and hyperbole. Stress test the point, and it quickly falls apart.
By way of example, how many professional services firms state that they are “client centric”? Do a Google search and I suspect you’ll get a lot of hits!
Now, leaving side the issue for one second if saying such a statement really differentiates you or makes you another in the pack, a broader question arises: ‘Are they being respectful to their clients in saying this?’
Is it Responsible?
A responsible point of difference is one that actually matters to your customers – not you. By having this point of difference, are you trying to make a difference to your clients lives/business, or are you merely trying to standout from the crowd so your business can win more work?
If it is the latter, i.e. you are only trying to win more work and don’t really care about the customer, then this is NOT a responsible point of difference and therefore is not a true differentiator.
An example here would be a claim that your firm provided an ‘efficient‘ services (note, not effective, which would be different). The questions that arise here are: (a) is this actually true?, and (b) who gains from these efficiencies – you or the customer?
Because, assume your claim is actually true, if you – the service provider – are the net winner from the efficient service delivery – at the cost of the overall service delivery to the customer – then it is not a responsible differentiator, and therefore it is not a genuine point of difference!
Is it Resilient?
Is the point of difference resilient? Will it stand being stress-tested – by your customers and competition? Will it survive your competition’s attempts to copy it (if it really is a point of difference)?
In short, will your point of difference stand the test of time?
Brining it all together
Assuming your stated point of difference can pass muster on the ‘3R Test‘, you have yourself a genuine differentiator and so go forth and knock the competition into next week!
As always, get in touch if you need help with your business development strategy and activities.
Richard & GSJ
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