Most IT professionals have a hard time convincing prospects that they are different than the next professional.

Following are 7 ways to differentiate your business from others:

1. Dominate a niche. Some IT consultants offer too many services to too many potential clients. It is much easier to choose a specific solution, and tailored to a specific target market. That way, you can establish yourself as the expert in that market. If competitors already dominate that niche, then you need to either: find another niche; redefine the niche; or develop a compelling advantage over the existing competitors (e.g. you are 2 to 3 times better than anyone else in an area that matters to your prospects).

2. Demonstrate and communicate compelling results. Prospects care much less about technology than about how they can be wealthier, more productive, and fulfilled. Show them that you can get specific results no one else can get with testimonials, service guarantees, case studies, and articles about you.

3. Provide proof that you are the expert in your niche. By providing information and education through a variety of channels and media, you can quickly establish yourself as an expert. Testimonials and case studies are also essential, as in the previous bullet point.

4. Provide breakthrough service, and back it up with a guarantee. Studies show that service is perceived to be poor in the IT industry. Develop a methodology to provide fast, consistent results - and back it up with a guarantee to complete projects under budget, on time, and with the expected quality.

5. Talk in the client's language, not the language of information technology. Clients want to succeed. Show them how your solution will help them do that, and then talk about the technology in terms that match their level of understanding. By choosing a specific niche, it will be easier to do this because you will immerse yourself in the client's world and know what their top issues are.

6. Develop a proprietary expertise. One of my friends - who barely graduated high school - built an IT consulting firm based on the technology you now see in interactive TV. He established himself as the only person who could provide complex, highly specialized interactive solutions to media companies. Thanks to his unique know-how, he built his firm to about fifteen consultants and sold it for $32 million. While his example may be extraordinary, most IT professionals have the opportunity to develop proprietary expertise that differentiates their business.