Without doubt the best competitive advantage to have is competitive UNIQUENESS. This means the features of your product or service that is unique in the market and your competitors cannot match it. This could mean that your whole product or service is totally unique, or perhaps just certain features of it.
Don’t have a UNIQUE advantage with your product or service? Don’t worry. All is not lost. Plan B is to look at your offering and determine what your COMPETITIVE advantage is, i.e. What do we do/offer to our customers that our competitors also do, but we do it BETTER and we can prove it? This will also provide you with a focus for your marketing and sales efforts and provide a better return on investment.
If no competitive advantage exists, you may need to create one by focussing on the reputation of your company, use of customer testimonials, adding extra value through enhanced service to create a positive reputation.