How to build a differentiated and attractive offering (and stop being "just another one" in the B2B tech world)
- Abraham Chávez
- 4 days ago
- 6 min read
The direct guide for technology entrepreneurs in their first 5 years.
If you have a B2B technology company, there's something that probably no one has told you directly:
Your offer is not clear enough, differentiated enough, or truly attractive enough.
I know, it hurts to read this. But if you stay with me in this article, you'll have the tools to start correcting it TODAY and turn your offer into a magnet for the right customers.
1. The real problem: your client doesn't understand why they should choose you
In the tech world, most entrepreneurs repeat phrases like:
“We are a technology solutions company…” “We do custom development…” “We implement digital strategies…” “We help companies to digitally transform…”
Translation in the customer's head: "Okay. Just like the other 184 I saw today."
The B2B tech market is saturated. And you're NOT going to win by being "just another face in the crowd."
You win when you are a different option for a very specific niche , not when you try to please everyone.
2. The key question that unlocks all your positioning
Before we talk about funnels, ads, or growth, answer this with brutal honesty:
Who is the one person I want to help… and what specific transformation am I going to deliver to them?
This is where 90% of tech entrepreneurs fail. You're not going to be one of them.
It's not "SMEs". It's not "companies". It's not "anyone who needs service X".
Your ideal client should be:
Specific
Real (not a fantasy avatar)
A niche filled with pain, money, and urgency
Example:
❌ “Companies that need development”
✔️ “Early-stage SaaS startups that need to validate their first version without burning through their budget”
See how EVERYTHING changes there? Suddenly you know who you're talking to, what hurts them, and what result they're looking for.
3. The heart of an irresistible offer: a true differentiator
If your "differentiator" is:
best price
better service
speed
experience
personalized attention
…then you have NO differentiator. Those are empty words that everyone uses.
A true differentiator responds to:
What do you do that nobody else does, for a very specific client, with your own verifiable method?
Examples of powerful differentiators:
“We developed the MVP in 20 days using our X methodology for non-technical founders.”
“We implemented B2B CRM in 48 hours with a sales framework proven in service companies.”
“We optimize SaaS funnels with our own process based on friction testing throughout the customer journey.”
That no longer sounds generic . That already "tastes" like a brand. That is becoming irreplaceable.
4. The anatomy of an offer that sells (even if you don't want to sell)
An offer that truly sells, that generates qualified traffic and quality conversations, has 5 pieces:
4.1 Ideal customer profile (ultra specific)
It's not a pretty marketing card. It's a clear picture of:
Who
What sells
What stage is it at (idea, traction, scaling, etc.)
What hurts today?
What does it keep getting stuck on?
If your reader visits your blog and feels like you're describing their life, they'll stay. And Google notices.
4.2 Problems you experience today (described as you experience them, not as you define them)
Don't talk to him like a consultant. Talk to him like you're having coffee with him:
He's burned out with toxic clients
Their sales are irregular
Their offer is generic
He doesn't know how to explain its value without getting tangled up.
It doesn't attract the right customers, only those who haggle.
The more it is recognized in your examples, the more your authority increases.
4.3 The final result (your realistic promise)
Your customer doesn't buy "technology services." They buy the transformation they want to achieve.
That promise must be:
Clara (“going from X to Y”)
Measurable in practice
Achievable (without the "I'll make you a multimillionaire in 30 days" hype)
Example: “Moving from a generic offer that doesn't connect, to a differentiated offer that attracts B2B customers willing to pay your price.”
4.4 Your unique methodology or process
Your way of working cannot be a list of services. It must be a system .
Example system:
PROA System
· P: Positioning
· R: Offer refinement
· O: Message optimization
· A: Organic attraction
When you transform your work into a method with clear stages, your offering ceases to be simply "hours of service" and becomes a guided process with a beginning and an end . That's much easier to sell (and charge more for).
4.5 Evidence and credibility
Without proof, your offer is just another promise on the internet.
The tests may include:
Case studies
Specific stories (before / after)
Examples of processes
Very specific partial results
If you show the path and provide evidence that you have already traveled it with others, the sale happens much faster.
5. The real reason why they don't buy from you (even though they need you)
Many tech entrepreneurs proudly explain what they do :
We develop
We implemented
We automate
We design
But they don't clearly explain what the customer gains from that.
Remember this:
Your client doesn't buy your service. They buy the result they want and the shortcut you represent.
If your offer doesn't make it perfectly clear:
What problem do you solve?
What specific change is being implemented?
In what approximate timeframe?
With what level of involvement on your side
…then your client goes to the next supplier who explains it better (even if they have less experience than you).
6. Your offer should attract… and it should also repel
A powerful offer doesn't just set you apart. It also filters out others .
It should attract the right people and repel the wrong ones.
Why? Because every minute you spend talking to a prospect who is price-conscious, doesn't value your work, or isn't ready, is wasted time that you could be dedicating to an ideal client.
Example of a phrase that attracts and repels at the same time:
“I work exclusively with B2B tech companies that are already selling, but can’t scale because their offering is generic. If you’re starting completely from scratch, I’m not your consultant.”
That:
It commands respect
Increase your authority
Clarify who you do and do not work with.
And it also clearly positions you on your blog and in all your content.
7. What happens when your offer is well-constructed
When you do the in-depth work of defining and refining your offer, very specific things happen:
You stop competing on price all the time
Clients who value your work and pay better start arriving.
You know EXACTLY what content to create on your blog, LinkedIn, and in your campaigns
Your ranking strengthens with each article you publish.
You sell faster and with less sales effort.
Your marketing stops being exhausting and becomes more strategic
Your business is organized around a clear core: your offering
A solid offer becomes the silent engine of your growth. And your blog is the perfect showcase to explain it, position yourself, and attract qualified traffic to your site.
8. You don't need more services: you need an offer with personality
The most common mistake B2B technology companies make:
“If I add more services, I will sell more.”
Fake.
The market doesn't need another "full service" company that claims to do everything.
The market needs companies that have such a clear, specific, and valuable offering...that no one feels truly capable of replacing them.
Your business doesn't grow by saying more things. It grows by saying the right thing to the right person with an irresistible offer .
9. What's next? Taking your offer from paper to practice
Reading this article is the first step. The next step is to create your own offer, with your name and surname.
Some actions you can take today:
Review your services page and identify anything that sounds generic.
Rewrite your offer with a single ideal customer type in mind.
Define your method or system in 3–5 clear steps.
Adjust your messages on LinkedIn and your website to attract and repel.
If you want to speed up that process and avoid months of trial and error, you can work with me.
If you're a B2B tech entrepreneur, already selling, in your first 5 years, and want to scale by selling better (not just selling more hours), schedule a 1:1 session with me .
We'll review your case, analyze your current offer, and let you know if I can help you build a differentiated proposal that sets you apart from the crowd.
Abraham Chavez
President of TBS Group | Mentor of B2B Entrepreneurs
55 3864-5787
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