The Importance of Differentiation
Recently earning my CMC (Certified Management Consultant) prompted me as to revisit the importance of differentiation in the marketplace. In this particular case, only 1% of consultants have earned this accreditation.
While the Institute of Management Consultants has very low brand recognition in the marketplace (note they’re not the Institute of Marketing Consultants, but give me time!) it is simply following the model of the CPA, which businesspeople have come to understand is more rigorous, exam-tested, and worth more than an [otherwise uncertified] “accountant”.
This is especially helpful in the case of “consultants” (who tend to be born every time a company lays people off) where the business world really does benefit from having professional background-checking, courses taken and classes taught, and thorough indoctrination of international ethical standards and code of conduct.
One of my upcoming clients has an exciting, patented, energy-saving technology that provides 50-100% increase in electric motors. Our plans include creation of a certification that will help government, corporate, and consumer buyers know the difference between this technology and the status quo. Just like “Intel Inside” computer labeling, the Good Housekeeping Seal, and the “Underwriters Laboratories” label.
These communication devices help the customer in quickly understanding one level of quality vs. another. They (and partners) are willing to pay more for this!
The Opportunity: How can you differentiate your products or services in the customer’s mind from the rest of the pack?
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3 Comments to “The Importance of Differentiation”
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Congratulations on your CMC certification, Paul. I’ve recently started working on certification myself, and hope to complete the process this year.
Good now that you have made it. It is a fact that even one looks more reliable to customers when he has credentials.
good posts, both of them are right!