Stop Competing on Price: Using the 'Differentiation' Principle to Win More Business

At Mansfield Sales & Marketing, we see this challenge frequently. The solution lies in shifting the conversation from "who is cheapest?" to "who provides the most value?" This is achieved through the 'Differentiation' principle, a core component of our trademarked FADA® Marketing Framework.

The 'Differentiation' Component of FADA®

The FADA® framework—Foundation, Awareness, Differentiation, and Action—is designed to deliver results where process-driven services often fall short. The Differentiation stage is specifically about one thing: to "Distinguish yourself from competitors and perceived competitors".

What happens if you fail to do this? The consequences are severe. A "failure to achieve differentiation may result in educating potential customers who turn to your competition when ready to buy". You do all the hard work of creating awareness and explaining the solution, only to have a competitor who is slightly cheaper swoop in and close the deal.

How to Build a Strategy That Sets You Apart

Effective differentiation isn’t just a slogan; it’s a comprehensive strategy that is woven into every aspect of your sales and marketing efforts. We help businesses devise strategies to differentiate themselves and win the opportunity to close the sale. Here’s how it works within our framework.

1. It Starts with a Foundation: Before you can effectively communicate what makes you different, you must establish credibility. This begins with a solid foundation, which starts with a website that establishes you as the authority in your field. This is where you define your business as the preferred provider and leading authority in your industry.
2. Raise Awareness of Your Unique Value: Once your foundation is set, the next step is to inform decision-makers about your unique solutions. Through strategic SEO+GEO (Search Engine Optimization + Generative Search Optimization) campaigns, we use fresh content to reach the right people. This content doesn't just talk about your services; it highlights your specialized expertise, your unique process, and the specific problems you solve that your competitors don't.
3. Empower Sales with Differentiating Collateral: This is where we bridge the gap between marketing and sales. To stop competing on price, your sales team needs the right tools. We empower them by creating high-quality sales collateral, such as infographics, white papers, online comparison calculators, and gated content. These materials provide tangible proof of your value and give your team the confidence to steer conversations away from price and toward the superior outcomes you deliver.

Differentiation Is the Prerequisite to Meaningful Action

Within the FADA® framework, Foundation, Awareness, and Differentiation are all prerequisites to Action. 'Action' is the goal: to increase the probability that a qualified sales prospect will contact you and enter the sales pipeline.

When you successfully differentiate your business, the "Actions" you generate—be they phone calls, quote requests, or RFPs—are fundamentally different. They come from prospects who are pre-sold on your unique value, not those just looking for the lowest bid. This leads to an increased volume and quality of new sales inquiries, allowing your team to focus on closing deals that truly affect your bottom line.

Ready to Stand Out and Increase Sales?

If you're tired of being undercut by lower-priced competitors and want to build a brand that commands loyalty and premium pricing, it's time to focus on differentiation. We help businesses build their brands, distinguish themselves from the competition, and increase sales.

Contact Mansfield today for a free evaluation to determine if we are the right fit for your business. Let's build a strategy that makes you the only logical choice for your ideal customer.