Does it bother you when prospects treat your specialized products and services like a commodity? Are you tired of having to discount deals to win competitive situations?<\/p>\n\n\n\n
Salespeople generally don\u2019t like talking about these things because it really hurts our pride \u2013 and deep down, it even makes us question the purpose of our existence, professionally speaking. <\/p>\n\n\n\n
For professional salespeople, the question of all questions is: How do you win against competitors who can provide almost the same thing for almost the same price?<\/p>\n\n\n\n
A novice salesperson will say, \u201cLeverage the features and benefits you have.\u201d But with experience and perspective, they realize that the competition is doing the same thing. <\/p>\n\n\n\n
To be clear: I\u2019m not discouraging solution-based selling, but solution-based selling means different things to different people. For example, Sandler trained salespeople do not believe in \u201cpitching solutions.\u201d Rather, we strive to guide our prospects on a path of self-discovery \u2013 a form of solution-based selling that triggers more action and encounters fewer objections.<\/p>\n\n\n\n
For now, let\u2019s consider an alternative way to differentiate ourselves \u2013 aside from features and benefits. Let\u2019s consider another way to de-commoditize our products \u2013 and truly earn our compensation from winning.<\/p>\n\n\n\n
Proving Our Worth Through Our Selling Process<\/strong><\/p>\n\n\n\n There are several stages in the selling process where a professional trained salesperson can separate themselves from their competition, de-commoditizing their product:<\/p>\n\n\n\n Realize that, the vast majority of salespeople with whom you compete do not do these things.<\/p>\n\n\n\n When in a competitive situation, the extent to which you do some or all of these things will determine whether you differentiate yourself \u2013 de-commoditizing your products and services.<\/p>\n\n\n\n Salespeople can\u2019t get paid the big bucks, win the award trips, and collect the trophies on the big stage without also taking complete and total ownership for losing competitive situations.<\/p>\n\n\n\n I\u2019ll never forget the most talented Sandler-trained client I\u2019ve ever met, and his product: Little plastic balls, in bulk. Yes, plastic. A total commodity. Imagine what he could do with a product that tremendously improves efficiency, earns a 10X ROI, or perhaps cures a disease?<\/p>\n\n\n\n With all things being equal \u2013 and they often are \u2013 how will you differentiate yourself through your sales process?<\/p>\n\n\n\n