Video: Plan to Win! #1 Differentiation Part 1
Welcome to Action Selling’s PlantoWin! series!
Welcome to the Action Selling PlantoWin! series! Your go-to resource for real-world solutions to real-world sales challenges. This week we’re talking differentiation: what sets you apart?
So what does set you apart?
Sales and marketing leaders continually ponder this question as they try to distinguish their company product and service offerings in order to carve out a unique market position. After all, without these distinctions there will be nothing left for you to do, but engage in a fierce price competition battle.
Differentiation can be exhausting stuff. It’s trench warfare, where companies leverage a leading advantage to grab a point here only to lose it over there. So, it becomes a consistent battle between you and your competitors to drive a stake in the ground that you can defend.
A differentiated sales position certainly sounds great, but in a recent survey conducted by The Sales Board, most respondents indicated that their customers peceived no difference between their solution and the competition.
So the customer hears messages like: our products are innovative, our services are world-class, we are customer focused driven, we have the best people. In reality, these buzz words and phrases end up being variations on the same theme in hopes of catching the right theme for the right customer at the right time, but as the numbers indicate, spin is simply not enough.
The real question we must answer is this: how do we differentiate ourselves when we’re not all that different.
It starts with a focus on sales differential rather than product or service differential. In other words, we need to be different in how we sell, not what we sell.
In order to do this, the first thing that we need to recognize is that the battleground to be different is fought inside the customer’s mind and everyone involved in making a buying decision has different needs, different motivations and places more importance on one capability over another. Bottom-line, our messages must be tailored to the individual.
If you differentiate in ways that each buyer cares about you will be different.
Thanks for tuning in, listen, we hope the past few minutes have been worthwhile. Over the next several episodes we’ll continue our discussion on how to create a sales advantage that differentiates you from the competition and will show you how you can get ahead of the competition so you’re differentiation is
Be sure to tune in next time as we cover how to create your differentiated sales advantage. In the meantime, good luck and good Action Selling!