Internet - The World Wide Web
Communicating Your Competitive Advantage

Communicating Your Competitive Advantage

Your goal at the comparison stage is to show how your firm or product can better satisfy the prospect’s needs than your competition’s. The comparison stage is where many potential sales are lost. Sales are lost during the comparison stage when the firm does not re-involve the prospect (by attracting them back to the Web site) or present an effective description of its offerings compared to the offerings of its competitors. Sales are also lost when the Web site does not deflect the prospect’s interest away from price and towards areas where the firm enjoys a perceived competitive advantage, such as competence, professionalism, selection, or any other criteria.

Credibility, again, is the key to success. You must be able to present facts and figures that convincingly demonstrate your competitive advantages. Success comes from a three-step process:

1. Identify and analyze your competition in order to better understand their strengths and weaknesses.

2. Identify your firm’s competitive strengths so you can focus on areas where your firm offers a real (or perceived) advantage.

3. Shift the battleground to those areas where your firm enjoys the most advantages.

Tools that could be used at the comparison stage include:

Case studies of previous successes

Background information about your firm and its people

Testimonials from satisfied customers

Product reviews, comparisons, or benchmarks

It’s like being forced to wade through airfares and schedules to Reno when you really want to go to Anchorage. Although the information to Anchorage may be present, it’s difficult to locate and—once found—doesn’t create an emotional bond or satisfying experience.

* Source - Streetwise Relationship Marketing On The Internet
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