A competitive advantage is obtained by implementing value-creating strategies that are not simultaneously being implemented by any current competitor. These strategies need to be rare, valuable and non-substitutable. These competitive advantages become sustainable when they are not easily copied and, thus, can be maintained over a long time.
Source: Vet-Advantage, June 2018. Link.
Are your solutions customized to your individual customer needs? Most distributor reps have the same list of products and services, each with multiple features, functions and benefits. Your customers buy when you customize your solution to their needs by only mentioning those benefits that are important to that customer. That shows you listened, took them seriously and helped them make decisions that will add to their success.
INSIGHTS: Just like distributor sales representatives, the more successful practices customize their approach to their individual customer needs. It starts with the receptionist and permeates throughout the entire practice making the customer feel appreciated.