If you want to repeatedly hit your revenue numbers, your sales team needs the ability to articulate how your solutions are different and better than the competition. Articulating differentiation effectively is critical in B2B Sales.
How to Beat the Competition: Articulating Differentiation in B2B Sales
How to Beat the
Importance | Impact | Introduction
5 Ways to Effectively Articulate Differentiation
There is no differentiation without a customer problem. Uncover those
problems with effective discovery. Create buying momentum by revealing a
problem that can’t go another day without being fixed. Then, map your
solutions to that business problem.
Speak about your differentiators in a way that helps your prospect 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.
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.
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.
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
Wait, There’s More
Stop 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
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