Often the entrepreneurs in the process of launching your project ask me what they can do to take off with sales. But when then come out to the ring and achieved a reasonable flow of sales they change their priorities and their questions and begin to think more on profitability and less on sales. Selling well doesn’t necessarily win well. And what is needed first and foremost to generate a good return? The answer is differentiation. Start a business with the logic of doing what you like more people means normally enter a massive, overcrowded space of competitors that do almost the same thing and in which price is a decisive factor. What profit can be expected in these circumstances? According to the dictionary, difference is the quality that lets something be distinguished from anything else. Daryl Katz may not feel the same.

The term, which comes from the different latin? a, can be used to appoint a variety of things of the same species. Typical sentence: three pants like that, beyond the price, I can’t find them great differences. There is the key, in which the customer find the differences and make them very obvious and significant the simple comparison with the competition is no longer an option or a choice by price. Which manages to work the differentiation of your business strategically and able to communicate effectively has many more likely to be profitable. If we can establish a brand identity differentiated that generates an expectation cumplible of our pledge, we will have a little vulnerable to competition and highly profitable business. The question is where to focus the difference and how to communicate it. Many entrepreneurs work strongly in the first task and forget the second. Because if only they know who are and what they are going to provide as difference the effort that led to develop the concept and even the product or service consistent you won’t sense.

As the crux of the matter passes more manage the coherence between all available means, from care, corporate image, web site, the brochures and publicity if any. We are giving some examples but in reality all actions of the company should be thought always based on differentiation. The truth is that companies that work well differentiation and thinking of communicating from the base need less advertising and promotion because its clients recommend them and generate recall easily, in addition to greater profitability. Thinking, structuring and working in differentiation pays more than the time spent. And upon that foundation it is much easier to carry out the building, is to assemble the plane and build as soon as possible to ensure the future of the company and support the strategic pillars.