It sounds basic, but it’s the secret most sales professionals overlook.
The truth is, if you’re doing what everyone else is doing, you’re going to get the same results everyone else is getting — which, let’s be honest, probably isn’t much.
If you really want to gain traction with prospects, you’ve got to set yourself apart.
The Problem: Same Old, Same Old
There are way too many sales professionals sitting behind a desk, sending emails, making calls, sending messages, and literally they’re doing the exact same thing that everybody else is doing.
Think about your own inbox or voicemail. How many messages do you get from people trying to sell you something? Now — how many of them actually stand out?
Exactly.
Prospects are bombarded with pitches and outreach daily. Most of it is templated, tired, and, quite frankly, easy to ignore. If your outreach blends in, you’re invisible.
Your Competitive Edge: Differentiation Starts With Awareness
Differentiation isn’t just a nice-to-have. It’s your secret weapon in selling.
Start by asking yourself: What are my competitors doing? How are they reaching out to the same prospects I’m targeting? You can’t stand out until you understand what the norm looks like.
Once you know that, ask the next — and more important — question:
How can I do this differently?
That might mean changing your medium, your message, your timing, or even your tone.
Differentiation is about creating contrast. When you show up in a way that no one else does, you immediately elevate yourself in the eyes of your prospect.
How to Get Customers: 5 Simple Ways to Differentiate
Need a few ideas to get you started? Here are five real-world tactics you can use to stand out:
- Send a personalized video – Instead of another wall of text, record a 30-second message speaking directly to the prospect.
- Drop a hand-written note – Nobody sends these anymore. That’s exactly why they work.
- Reference a niche industry trend – Show you’ve done your homework and bring something valuable to the conversation.
- Share a short client story or case study – Connect with them through relatable success stories.
- Use a surprising subject line or hook – Whether it’s humor, curiosity, or creativity, lead with something they haven’t seen before.
These aren’t gimmicks — they’re signals. They show effort, care, and a willingness to stand out. And in a world full of sameness, that’s powerful.
How to Get Customers? Dare to Be Different
Getting customers starts with getting noticed. If you’re doing the same things the same way as everyone else, you’re making it easy for your prospects to ignore you.
Take the time. Study what your competitors are doing. Then find your own lane.
If you want to gain traction with prospects, you must set yourself apart. Because the first step in your sales process is grabbing attention. And attention only goes to those who dare to be different.
Because when you’re different, you’re memorable — and in sales, that’s where success begins.
© Shawn Casemore 2025. All Rights Reserved.
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