Be the exception!
“Be the exception …to the rule”. Differentiation is the core principle that drives all Equinox campaigns, programs and ideas. It’s not enough just to aim to be better than your competitors, nor even seek to be exceptional, you must be different!!
Every market seems crowded with competitors. Virtually all these competitors seem to be competing on an “apples for apples” basis, empowering customers to pricecheck and drive down profit margins. A few motherhood statements about being the “best service” or “value for money” just aren’t believed any more because everyone seems to be saying the same thing. Genuine differentiation is the answer.
You can differentiate yourself by:
- Creating product offerings or articulating your offering in way that has not been heard of before
- The conduct and professionalism of your staff – if your customers see your people as different, they will see you as different
- Rigorous application of sales disciplines – sales is usually seen as an inexact science and is applied with little rigor
- Attracting and retaining much higher calibre staff – to achieve this you will need first rate leadership, cultural and management infrastructure
Equinox has a number of unique concepts to help you differentiate yourself. If you are different enough, you will create the rules, not play by someone else’s. Some specific examples are:
- The Equinox Principle
- The Inverse Selling Principle
- The Trojan Horse principle
- Sales Diagnostics
- Sales Commandos
