how to beat the competition
TRANSCRIPT
How to Beat the Competition5 Ways to Effectively Articulate Differentiation
1 | Discovery
There is no differentiation without a customer problem.
You uncover those problems with effective discovery. Create buying momentum by uncovering a problem that can’t go another day without being fixed. Then, map your solutions to that business problem.
Copyright © GrowthPlay 2016
2 | Positive Business Outcomes
Speak about your differentiators in a way that ties to value.
Your differentiators should help your prospects form a link between them and the value that’s important to their bottom line. Your differentiation needs to map to the positive business outcomes your prospect is trying to achieve. Copyright © GrowthPlay 2016
3 | Don’t Focus on Your Logos
Focus on the value you provide, not on the unessential extras about your company.
Your company history may help mitigate risk in the final stages of the deal, but it is irrelevant if your solutions don’t map to the problem you’re customer is trying to solve. Save these holistic differentiators for later in the sales process.
Copyright © GrowthPlay 2016
4 | Be Audible-Ready
Being “Audible-Ready” is the cornerstone to effective value-based B2B selling.
When it comes to differentiation, you have to be audible-ready on comparative differentiators. Your prospect needs to know how your solution is better and/or different than the competition in a way that shows value.
Copyright © GrowthPlay 2016
5 | Provide the Proof
Third-party references and testimonials are powerful tools in the sales process.
They provide tangible evidence for the prospect. Don’t make your customer “take your word for it,” provide the proof that backs up your differentiation.
Copyright © GrowthPlay 2016
© 2015 GROWTHPLAY | 7
Wait, There’s MOREStop Losing Deals to the Competition Read our Guide to Articulating Differentiation
• Understand the Three Types of Differentiators
• Learn the Two Questions to Move an Opportunity Forward
• Enable Your Sellers to Demonstrate Differentiation
Download our eBook
For more information:Growthplay.com