If two suppliers offered exactly the same product of exactly the same quality and colour at exactly the same price, and you could only choose one, who would you choose? Most people would choose neither.
When people have the choice, they choose what they perceive, in a split second, to be of most benefit to them. In simple terms, they are seeking their “edge”, that thing that tips the scales – the “something” that is important to them.
In a market saturated with great products at good prices, unbelievable warranties, and shallow claims the edge is what someone wants that they are not getting elsewhere. The edge is what others are not doing, the edge is doing it another way, cleverer, better, perhaps first, and noticibly.
Today it’s about capturing peoples attention by being different.
So before you plan your presentation, identify your edge, because if you don’t have one, what do you have?
