Effective Marketing Technique: The Point of Difference Analysis

I often feel that business owners view marketing as just day-to-day advertisements and communications. This is as wrong as it is short-sighted.

Selling Your Business

There are some strategic marketing techniques used by multinational companies that make a huge difference when applied to a mid-sized business before a sale.  If you are selling a mid-sized business, just one or two of these techniques can increase your sale price by millions of dollars.

The sale of your business can be one of the most important events in your life. The dream is to place the business in the hands of a well-capitalised and committed buyer who will take your life’s work to the next level of success. In the background, however, is the fear that you will not be able to sell it for enough to pay out the bank, fund your retirement or launch your next business project.

Point of Difference Analysis

One marketing technique you can use to boost the value of your business is the Point of Difference (“POD”) analysis. To be an attractive takeover targeting bigger, strategic buyer, you need to show you have a competitive POD that can be leveraged five, ten or a hundred times more by an acquirer. A competitive POD is one of the main reasons someone would want to buy your business.

You do a POD analysis to show a potential buyer that buying your business is a faster, cheaper and less risky proposition than developing a similar POD itself.

What is a Point of Difference Analysis?

A POD Analysis is a method of isolating your company’s POD:

  • A POD is an attribute that makes your products and services different from your competition in a way that is unique and valuable to your customer.

In truth, most competing products have a lot of similarities. Often times, a point of difference can boil down to a perceived or emotional difference that arises in the mind of the consumer. An example of this that we always use is in the tyre category:

Product: Michelin Tyres

Attribute: Superior tread, steel radial          

Benefit: Better grip, better control    

POD: Security, safety.

Contrast this with Michelin’s competitor, Pirelli:

Product: Pirelli Tyres

Attribute: Superior tread, steel radial          

Benefit: Better grip, better control    

POD: exciting, fun to drive.

Michelin appeals to families, whilst Pirelli, with its rich history in car racing, appeals to motoring enthusiasts. I noticed at the Grand Prix this year, that the control tyre for all Formula One cars was Pirelli. For Michelin to come from its own POD of “security and safety” and achieve the perceived POD of “exciting and fun to drive”… well, it would probably be cheaper to simply buy Pirelli.

What is the POD of your business? Does it make your business standout as unique and valuable?


Ben Killerby

Owner at Saxon Klein

Corporate Advisor and Legal Counsel for Saxon Klein, a corporate advisory firm in Melbourne.

Saxon Klein

Finance, insurance and banking services


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