“If we don’t drop our price, we will lose the deal.”

That’s the desperate cry from salespeople as they try to win deals in competitive marketplaces. While the easy answer is to lower the price, the company sacrifices margin—oftentimes unnecessarily.

To win deals at the prices you want, the strategy needed is differentiation. Most executives think marketing is the sole source of differentiation. But what about the sales function of the company? This commonly neglected opportunity provides a multitude of ways to stand out from the competition. That’s why I highly recommend that you read a new book by my friend, sales management strategist, Lee B. Salz. 

In Sales Differentiation: 19 Powerful Strategies to Win More Deals at the Prices You Want, Lee provides the tools salespeople need to knock-out the competition. These concepts apply to any salesperson, in any industry, and are based on the foundation: “how you sell, not just what you sell, differentiates you.”

The strategies are presented in easy-to-understand stories and can quickly be put into practice by your salespeople. Divided into two sections, the what you sell chapters help salespeople:

• Recognize that saying to prospects “we are the best” will only backfire.
• Avoid the introspective question that frustrates salespeople and ask the right question to fire them up.
• Understand what their true differentiators are and how to effectively position them with buyers.
• Find differentiators in every aspect of the company using the six components of the “Sales Differentiation Universe.”
• Create strategies to position differentiators so buyers see value in them.

The how you sell section teaches salespeople how to provide meaningful value to buyers and distinguish themselves from the competition in every stage of the sales process. This section helps salespeople:

• Develop strategies to engage buyers and turn buyer objections into sales differentiation opportunities.
• Shape buyer decision criteria around differentiators.
• Turn a commoditized Request for Proposal (RFP) process into a differentiation opportunity
• Use a buyer’s request for references as a way to stand out from the competition.
• Leverage the irrefutable, most powerful differentiator…themselves.

Whether your salespeople have been selling for twenty years or are new to sales, the tools they will learn in Sales Differentiation will help them knock-out the competition, build profitable new relationships, and win deals at the prices you want.

Get your copy now! Lee is offering access to his “Sales Differentiation Minute” video series (a $1,495 value) when you order today. For 20 weeks, you will receive an email with a video link in which Lee brings Sales Differentiation strategies to life helping you put them into practice. Learn more here.

Help your salespeople win more deals at the prices you want. Get your copy of Sales Differentiation now!

Sell different!

All the Best,

Dave Kahle

P.S. When you buy the book, make sure to read Chapter 11: “Developing a Sales Crime Theory” at least twice – it will change the way you look at prospecting forever!  Check out Sales Differentiation now.