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Sales Tips From Jonathan London

Salespeople, Differentiate Yourself

Posted on Mon, Apr 15, 2013

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Don’t you hate it when a prospect tells you that you and your competition are all the same? And it is probably happening more and more because of the way people are buying these days. They are researching all their alternatives and are better prepared.

Why else might this be happening? Because:

  1. it is a ploy to get you to drop your price
  2. you haven’t done a good job selling them
  3. they haven’t done their due diligence in order to see the differences
  4. they really aren’t that interested in what you are selling
  5. you don't know what your differentiators are
  6. you don't know how to express your differentiators
  7. you are not preparing for your call or the objection and you are caught off guard

In some cases, there may not be a significant difference in what you are offering, so what can you do to differentiate yourself?

  • Experience:
    • In an industry
    • With an application
    • In a certain business area
    • With a certain business problem
    • How to finance a solution
    • Telling stories or anecdotes or analogies to get your point across
    • Using industry acronyms or language to create the aura of expertise
  • Intelligence, Insights and Knowledge:
    • Gained from reading about an industry
    • Gained from reading about the trends in their or your industry
    • Just being smart
    • Having sold other clients in their industry or application area
    • Using case studies
    • Having active references as leads or to close the business
    • Using whitepapers to prove your point
    • How to use resources to express different points

The other things you can do to differentiate yourself are just good basic sales practices:

  1. Do some research before your call
  2. Build rapport
  3. Listen more than you talk
  4. Don't multi-task while you are selling or engaged with someone
  5. Do what you say, including follow-up
  6. And many more...

Call me if you have questions or suggestions.

Download: Differentiate Yourself Cheat Sheet

Tags: Sales Skills, Sales Advice, Sales Training, Sales Strategies, b2b Sales, Sales Tips