A selection from the new book: Different Rules – the B2B Marketer’s Guidebook to Product Differentiation

B2B “Differentiators” to avoid – Part 6

By Chris Wirthwein

NOTE: Thousands upon thousands of B2B marketers use the six messages I’ve been advising you to avoid, and I’d be willing to bet this includes competitors of yours. Perhaps it goes without saying, but you can’t be different when you say the same thing as a competitor.

This last un-differentiator in this series is a little different than the first five. In fact, it probably is a differentiator if, and only if, you truly are the lowest price. But I encourage you not to use “lowest price,” because I want you and your customers to be fabulously successful. And when you cut corners and shave costs and price at every turn, it’s hard to do good things for your customers. They don’t win. You don’t win. And everything spirals down. You get what I’m saying…Here’s #6:

Lowest Price

I won’t belabor this. And why would you want to differentiate on price anyway? Marketers sometimes do this. And in a few cases, they succeed. Very few.

Use the free time I gave you back via this very short post to think about how you can and should differentiate your B2B product.

Chris Wirthwein is Senior Director for 5MetaCom, a marketing agency that develops strategies and campaigns to differentiate B2B technical and scientific products. He has authored three marketing books, including his latest, Different Rules: The B2B Marketer’s Guidebook to Product Differentiation. You can reach Chris on LinkedIn or at cwirthwein@5metacom.com.

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