Definition
Differentiator
Something you offer that competitors realistically cannot match.
A differentiator is a specific point of distinction between a supplier and its likely competitors on a given tender, used to give an evaluator a concrete reason to prefer one bid over another. A genuine differentiator is something competitors could not easily claim with equal credibility; a claim every bidder in the field could make is not one.
Finding real differentiators
Identifying genuine differentiators requires knowing something about the likely competition, not just the supplier's own strengths in isolation. Useful sources include known weaknesses of an incumbent, gaps in the specification that most bidders will address only generically, local presence or relationships the buyer values, and specific accreditations, technology, or methods not widely held across the market.
A differentiator should also matter to the buyer, not just be true. A genuine point of distinction that the buyer's specification and evaluation criteria show no interest in will not move a score, however impressive it sounds to the supplier.
Distinguishing real differentiators from generic claims
A simple test: could a reasonably competent competitor write the identical sentence about themselves? If yes, it's not a differentiator.
- Weak: "We have a highly skilled and experienced team."
- Stronger: "Our delivery team includes three staff with direct experience delivering [specific service] for [comparable buyer type], reducing mobilisation risk."
- Weak: "We are committed to quality and continuous improvement."
- Stronger: "We hold [specific accreditation] and run quarterly independent audits, with results shared directly with the client."
Using differentiators without overreach
A differentiator only helps if it survives scrutiny — reference checks, due diligence, or contract-stage verification. Overstating a differentiator that doesn't hold up in practice damages credibility and, at worst, could constitute a misrepresentation with contractual consequences.
Frequently asked questions
- How many differentiators should a bid focus on?
- Usually a small number, tightly evidenced and consistently reinforced, rather than a long list of minor points. Two or three strong, well-supported differentiators tend to be more persuasive than many weak ones.
- Is price a differentiator?
- Price is a commercial factor evaluated separately in most public sector procurements and is rarely described as a 'differentiator' in the quality response, though value for money arguments can be woven into quality answers where relevant to the criteria.
- What if the supplier has no obvious differentiator?
- Look for smaller, specific points rather than assuming none exist — local knowledge, a particular process improvement, a relevant accreditation, or a track record with a similar buyer type can all function as genuine differentiators even without an obviously unique offering.
Related terms