Imagine that you are a buyer of call centre services, how do you differentiate between the literally 1000s of call centres who would only be too willing to offer their services? During a recent consultancy assignment to help a client source a call centre, I asked all 12 potential vendors to tell me their differentiator. All of them said that their differentiator was their people. By the time, we'd heard this for the 6th time, we were bored. The fact is that your people can be a differentiator but you have to be able to back that up with facts as everyone else says it.
To be able to effectively market yourself, you need as many differentiators as possible with 1 'killer' differentiator which blows all of the competitors out of the water. Remember that the 'killer' differentiator has to be relevant to the prospective client.