Differentiating Yourself on Sales Calls

Posted by Dave Kurlan on Wed, Jul 20, 2011 @ 12:07 PM

As luck would have it, today there were five nearly identical white mid-size cars parked along side each other in the parking lot.  While they looked similar, there were offerings from VW, Toyota, Ford, Chevrolet and Honda.

Your prospects would have seen five products that looked similar, were competitively priced, and that claimed nearly identical features and benefits.  So how would each of those product salespeople differentiate themselves and their offerings?

Well, differentiating wouldn't have very much to do with the cars themselves...

It all boils down to how well each salesperson, or more realistically, which one salesperson really understands why you are interested in a new car, what you liked and didn't like about prior cars, dealers, service and experiences, and what you really want your new ride to do for you.  Why wouldn't the salesperson defer to features and benefits?  They are all the same and the prospect has heard them all before.  What's wrong with a little reinforcement or pointing out how a feature is different from the competitor's feature?  Everyone is doing that.  It only serves to commoditize the product and company.  

If you want your salespeople to effectively decommoditize your offering, have them stop talking about the offering!

Topics: Dave Kurlan, sales management, Sales Coaching, commodity selling, selling against the competition

Subscribe via Email

View All 2,000 Articles published by Dave

About Dave

Best-Selling Author, Keynote Speaker and Sales Thought Leader,  Dave Kurlan's Understanding the Sales Force Blog earned awards for the Top Sales & Marketing Blog for eleven consecutive years and of the more than 2,000 articles Dave has published, many of the articles have also earned awards.

Email Dave

View Dave Kurlan's LinkedIn profile View Dave Kurlan's profile

Subscribe 

Receive new articles via email
Subscribe
 to the Blog on your Kindle 

 

 

Most Recent Articles

Awards  

Top 50 Sales & Marketing Blogs 2021

Sales & Marketing Hall of Fame Inductee

Hall of Fame



 Hall of Fame

2020-Bronze-Blog

Top Blog Post

Expert Insights

Top 50 most innovative sales bloggers

Top100SalesInfluencersOnTwitter

Top Blog

Hubspot Top 25 Blogs

 

2021 Top20 Web Large_assessment_eval