….Know thyself, know thine enemy (competitor) and most importantly know thy client.
Discriminators differentiate you from your competitors against criteria your client actually cares about and has acknowledged as important.
Consider the following two scenarios:
a) renting a car
b) buying a car
When you rent a car, do you care about the colour of the car? No. When you buy a car, do you care about the colour? Yes. Paint colour is, therefore a discriminator when buying a car but not when renting a car.
To successfully win business, tailor your solution and how you articulate it to address the client’s concerns. Ideally, you can do this in a way which is true for you, and not for your competitors.