Tip 96 – Identify your discriminators by understanding your prospect, your competitors and yourself. - Shipley Asia Pacific

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.

Consider two key issues to determine your most effective 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. (ie. customer believes your product or approach is better than your competitors – you have a positive discriminator.) Equally, an aspect of your solution might be different to your competitors, and the customer may prefer the competitor’s 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.