"What makes you different?"
How to answer "what makes you different?" without a feature list
"What makes you different?" sounds like an invitation to pitch, and that is the trap. It usually means one of three things: different from the provider I already have, different from the other vendors I am talking to, or "you all sound the same to me." Each needs a different answer, and you will not know which until you ask. A buyer who hears a list of features will compare it with every other list they have heard and remember none of it. A better answer is short, specific and tied to something they care about. It also helps to be honest about where you are similar to the alternatives. Buyers trust a rep who admits overlap far more than one who claims to be unique at everything.
Why buyers say it
- They are comparing several vendors who all sound alike.
- They already have a provider and want a reason to keep listening.
- They are testing whether you understand your own market.
- Someone will ask them later why they chose you, and they need an answer.
- They are skeptical of sales claims and want to see whether you can be specific.
5 ways to respond
Say them in your own voice. The goal is a real answer, not a clever comeback.
1.Ask what they are comparing you with
SandlerGood question. Different from what, though? Are you comparing us with what you use now, or with others you're looking at?
The right answer depends on the comparison. Asking first, in a friendly way, stops you guessing, and it gets the buyer to tell you who or what you are up against.
2.Ask what matters most first
NEPQFair question. So I answer the part that matters to you, what would a good fit need to get right for your team?
A difference only matters if the buyer cares about it. Hearing their criteria first means your answer is about their priorities rather than your marketing, and it is much shorter as a result.
3.Give one specific difference and check it
Happy to. The one that tends to matter most for [their role] is [one specific, provable difference]. Is that relevant to how you work, or not really?
One concrete difference is memorable; ten are not. Checking straight away whether it matters turns your answer into a conversation, and if it does not land, you find out before you have used up their attention.
4.Admit where you are similar
Honest answer: on [basic capability], most options, us included, are pretty similar. Where we tend to differ is [specific difference]. How much does that part matter to you?
Admitting overlap is unexpected, and it makes the difference you do claim more believable. It also saves the buyer from discovering the similarities later and wondering what else you overstated.
5.Offer proof instead of adjectives
Value-basedThat's fair to ask. Rather than me describing it, would it help to look at [their real example] together for ten minutes, so you can judge for yourself? Which example would be most useful?
Words like "easier" and "smarter" mean little until the buyer sees them applied to their own work. Looking at a real example together lets them judge the difference, which is far more convincing than any description.
What to avoid
- Reciting a feature list. The buyer has heard one from every vendor and will remember none of them.
- Saying "we're different because we really care about our customers." Every vendor says it.
- Claiming you are better at everything. Nobody is, and buyers know it.
- Criticizing competitors to make yourself look different.
- Leaning on adjectives like "best-in-class" or "cutting-edge" instead of something they can check.
Questions that keep the call going
- "Different from what you use now, or from others you are looking at?"
- "What would a good fit need to get right for you?"
- "What have the other vendors told you?"
- "Which part of this matters most to your team?"
- "What would you need to see to believe the difference is real?"
Try it: type your response
The buyer says "What makes you different?". Write what you would say back, then check it against the advice on this page.
Pick an objection
"What makes you different?"
Aim for 12 to 60 words.0 words
Quick text check scored with simple rules. In Vonvo, voice calls are scored by AI on a full scorecard.
What the check looks for
Acknowledges first20 pts
Open with a few words like "That's fair", "Makes sense" or "I understand".
Asks an open question25 pts
Ask what, how, which, who or when, or offer an either-or choice, then stop talking.
Doesn't argue15 pts
Drop "but" after your acknowledgment, and skip "actually" and "to be honest".
No early discount or pressure15 pts
Leave discounts, "today only" and deadlines out of your first answer.
12 to 60 words10 pts
Keep it between 12 and 60 words.
Stays on their concern, not your pitch15 pts
Leave out features, demos and "we are better" claims until you understand what is behind the objection.
Questions about this objection
What is the best answer to "what makes you different?"
Start by asking what they are comparing you with and what matters most to them. Then give one specific, checkable difference that connects to their answer, and be honest about where you are similar.
How many differences should I mention?
One, maybe two. A single difference the buyer cares about gets remembered; a list does not. If they want more, they will ask.
Should I mention competitors by name?
Only if the buyer does first, and only with facts you can back up. Describe your difference in terms of their situation rather than another vendor's weaknesses.
How can I practice this question?
Prepare one difference for each type of buyer you sell to, then say it out loud until it sounds natural rather than rehearsed. Vonvo lets you practice by voice with AI buyer personas who ask this question, and scores each call with feedback.
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