How can you create contrast between your offer and your competitors'?

Whenever we go for new meetings we only discuss how we can add value to their business as a digital marketing company. We show them the success stories of our present clients, testimonials, referrals, online comments, UGC, etc. Once the client thinks of which services to take then we send them the proposal with three pricing ranges. Here we get good control over the pricing. If they start comparing we can adjust our three price ranges and frequency of the services. Giving multiple pricing ranges always gives us an upper edge in the negotiation.

Your unique selling proposition (USP) defines why your offer is superior or more appealing than competitors'. It could be a standout feature, benefit, guarantee, price, or reputation. To identify your USP, research your market, competitors, and strengths. Consider what problem you solve, how you stand out, and what you do better.

Your unique selling proposition (USP) is the heartbeat of your business—it’s what makes your offer pulse with life in a crowded market. Whether it’s an unbeatable feature, an irresistible price, or a rock-solid guarantee, your USP is the spark that sets you apart. To uncover it, dive deep into your market, study your competitors, and reflect on your own strengths. Ask yourself: What do you do that no one else can? What’s the one thing that will make your customers choose you, time and time again?

After defining your USP, select criteria to compare your offer with competitors'. These should be relevant, measurable, and meaningful to prospects. For instance, if selling software, compare features, performance, ease of use, support, security, or price. Also, assess competitors' promotional criteria and identify ways to effectively counter their strengths.

To enhance credibility, support your contrasts with evidence and testimonials. Use facts, figures, statistics, awards, certifications, case studies, or demonstrations as evidence. Gather quotes, reviews, ratings, or referrals from satisfied customers as testimonials. Organize this information in advance and strategically integrate it into your sales process to strengthen your argument.

Create contrast by using words that highlight differences between your offer and competitors'. Examples include: better, more, faster, easier, cheaper, best, unique, and exclusive. Additionally, use urgency and scarcity phrases like: now, today, limited, or before, to drive action. These contrasts make your offer stand out and prompt immediate response.

Use visual contrast to highlight differences between your offer and competitors'. Employ images, graphs, charts, tables, or videos to capture attention and simplify complex information. For example, show before-and-after pictures, performance graphs, or comparative tables to illustrate how your solution excels and appeal to prospects' emotions.