…your prospect, your competitors and yourself.
A discriminator is a feature of your offer that differs from your competitor’s offer and is acknowledged by your prospect as important, to them.
Two key issues to appropriately determine your Discriminators:
1.Ensure you have assessed these from the point of view of your customer, not just what you think your discriminators are. (Remember that different customers are likely to have different viewpoints about what your Discriminators are.)
2.Be aware that your discriminators may be seen by customers as being positive (eg customer believes your qualities around a topic important to them are of more value to them you’re your competitors – you have a positive Discriminator) – But equally, an aspect of your solution might be different to your competitors, and the customer may prefer the competitors approach – therefore you have a negative Discriminator.
Why is this important? Because your Win Strategy – to emphasise your strengths and mitigate your weaknesses (in the eyes of the customer) is highly dependent on the relevance and accuracy of your Discriminators.