Suitable is Better than Different or Opposite!
Whenever you ask a group of sales people what they would like to learn to do better, they always have “differentiate” near or at the top of the list. Sadly when most products have over an 80% overlap in their features, differentiating may not be what it is cracked up to be.
Often the only differentiation available is how YOU sell; and even then the differentiation is only that which the buyer perceives. So the only thing left is to differentiate yourself by helping the buyer achieve his/her objectives. Don’t worry about being different, don’t worry about being the opposite of what’s in place now.
- Identify buyer’s objective
- Understand how you can help them achieve those objectives
- Focus on progress not difference
What’s in Your Pipeline?