Trinidad and Tobago—and the wider Caribbean—has a unique set of challenges, especially for businesses in mature industries like real estate, insurance, and automotive, just to name a few. I’ve noticed something as I work with companies across these sectors: many are caught in a cycle of doing the same thing over and over, hoping it will lead to growth. The reality is, for most businesses, it won’t.
We’re all familiar with this scenario. You pour money into promotions, run campaigns, and push your marketing budget, but at the end of the day, your results don’t reflect the effort. The reason is simple—differentiation. It’s the one thing most companies in these industries are missing, and even though some companies might say, “Well, Lyndon, we are making sales,” when we delve deeper, I get the opportunity to show them where the lack of differentiation is costing them sales and long-term growth.
Commoditisation in Mature Industries: The Water Bottle Analogy
I use a simple analogy when speaking to companies about this issue: Imagine you have six bottles of water in front of you. What do you see? Just water, right? This product is easily commoditised because, in the eyes of the consumer, there’s no difference between one bottle and the next. This is the same problem that companies in the Caribbean face in mature industries.
Here are some other observations or examples:
Take the real estate market, for example. Most realtors are producing the same types of videos—showing houses, giving tours, and listing features. But what’s missing? The ability to paint a picture for the potential buyer. What could this home mean for their lifestyle? What’s the process of purchasing it? These are the deeper elements that help customers connect emotionally with a property. But many realtors stop short of this, commoditising their offerings in the process.
The same is true in the automotive industry, where many dealerships and their sales reps focus on promotions and discounts. They promote the cars themselves but don’t communicate the experience of owning the vehicle or the long-term value it offers. Likewise, in insurance sales, agents often rely on standard product descriptions rather than helping customers understand how insurance protects their future or provides peace of mind.
Even higher education struggles with this. Universities often focus on promoting courses and qualifications, but they don’t delve into the broader picture—how does this course set a student up for long-term success? How does the university experience transform lives? Without these insights, students view one institution much like any other.
Sales 101: Differentiation is Key
It’s a basic sales strategy, but how often it’s overlooked is surprising. Differentiation is fundamental. You can’t expect to succeed by blending in with your competitors. Sure, you can try to differentiate with flashy branding or fancy packaging, but that’s only scratching the surface. True differentiation goes much deeper—it’s about value.
What value are you adding to the customer’s life? If the customer can’t answer that question, then you’ve already lost their attention. And you know what’s interesting? Value often comes through education. You’ve got to show your customers why what you’re offering is different and how it solves their problems.
Without education, your customers will rely on whatever little information they can find, and in most cases, that means they’ll treat your product as just another commodity. This brings me back to the water bottle analogy—if the consumer doesn’t understand what makes your water different, it’s just water to them. But if you educate them about the health benefits, the source, or the purity of the water, you’ve created differentiation.
In my experience, many businesses in Trinidad and Tobago are missing this critical step. As I mentioned in a previous blog on the challenges facing our sales industry, growth is being held back by outdated strategies. Differentiation and education are the keys to unlocking that growth.
The Power of Education in Driving Sales
Think about it. If your customers don’t know what makes you different, how are they supposed to make an informed choice? This is where education comes into play. By educating your customers, you’re not just selling a product—you’re selling a solution, an experience, and a story.
The A.I.D.A. principle (Attention, Interest, Desire, Action) is a perfect guide here. You first grab their attention, then build interest through education, create a desire for your product or services by highlighting its unique value to them, and finally, lead them to take action. I’ve seen this method work time and time again, and I emphasise it in my consultations.
This idea ties back to what I’ve written about in another blog on value propositions. A well-defined value proposition that speaks to your customer's specific needs is crucial. It’s not just about what you sell—it’s about how you communicate the value behind it. The clearer and more customised your message, the more likely you are to stand out in a commoditised market.
The Danger of Doing More of the Same
The problem is, many companies take the easy route. They look at what their competitors are doing, and they follow suit. “If they’re running more ads, we should too,” or “If they’re offering discounts, we’ll do the same.” This mentality leads to stagnation. You’re not growing, you’re just keeping pace. And keeping pace doesn’t lead to long-term success.
What I’ve found is that companies are far better off when they take a step back and ask, “What makes us different?” — and more importantly, “How are we communicating that difference to our customers?” This is where most businesses fall short.
Without a clear strategy for differentiation and education, you risk falling into the same trap as everyone else—competing on price, offering promotions, and hoping for the best.
The Path Forward: Differentiation Through Thought Leadership
If you’re a business in Trinidad and Tobago, or anywhere in the Caribbean for that matter, the solution is clear: you need to educate your customers. Differentiation comes through education. It’s not enough to simply exist in the market—you have to show your customers why you matter.
This is where thought leadership becomes your best asset. By positioning yourself as an authority in your industry, you become more than just a company—you become a trusted source of insight and value. And that’s something customers remember.
This is exactly what I focus on when working with clients. My goal isn’t just to improve their sales techniques. It’s to help them understand how to differentiate, educate, and build long-term relationships with their customers. Differentiation isn’t a quick fix—it’s a long-term strategy that pays off in the form of lasting growth.
Conclusion: Take Control of Your Sales Strategy
If you’re reading this, then you’re already thinking about how to improve your sales strategy. That’s a good start. However, the real challenge is taking control of how you differentiate in the marketplace. Are you educating your customers? Are you showing them why your product or service is worth their time and money?
If not, then it’s time for a change. Let’s have a conversation about how we can help your business stand out, grow, and thrive through the power of differentiation.
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