I’m a local screen printer, embroidery, and promotional products business. The market is pretty competitive in our area and there is one major local competitor that offers the same services as I do and produces the same high quality as me but does a lot more business because they have been around for a long time. I want to find a way to do more business like them but have a great answer for when my prospects ask “Why you and not them?” What’s the best way to differentiate myself and still be profitable?
Affinity relationships – associate your product/service with a well-known person or organization.
Wide selection (within your niche) although this one may seem to be the opposite of focus – the key is to be very specific in one dimension and very broad in another.”