Same but different

Standing out from the crowd is great, but don’t be so different that no one wants to know you.

It is tempting to be totally different to your competitors but this can go down badly with your buyers.

Think of your buyer's perspective. They are going out to the market to buy something that multiple vendors offer. 

They get in 5 offers that are all roughly similar and one which is totally different. The totally different one is rejected.

If you underprice they will be suspicious of quality, your sustainability as a business, and your ability to deliver.

If you sell services in different bundles to your competitors then they have no reasonable means of comparing bids.

If you are going to be different think about the three main characteristics you can choose from – price, quality and customer service. Pick one as your so called unique selling point and use that to differentiate yourself. Otherwise, at least look like one of the flock.