- How can you differentiate your organization?
- Setting yourself apart
- Differentiating your language
- Adding value before collecting revenue
- Differentiating during the sales process
- Unpacking the buyer's journey
- Differentiating in the first meeting
- Talking about the competition
- Customizing your deck
- Differentiating your written proposal
- Asking for the business
- Differentiating inside your organization
Skill Level Intermediate
- As a seller, you might think competitive differentiation comes from your product, - [Lisa] But in reality, a lot of competitive differentiation comes from you, the salesperson. - [Elizabeth] Competitive differentiation determines whether you're a commodity or you're something really valuable. Think about your own buying experiences. - Like the Ritz-Carlton, or Disney, or even your favorite restaurant. - Right. They don't just have a superior product, They offer a completely differentiated customer experience. - Now, think about why your clients buy from you.
Again, it's more than just the product. It's the way they experience you and your organization. - As a seller, a large part of that customer experience is completely within your control. - [Lisa] So improving your own personal competitive differentiation will enable you to attract more clients. You'll win more business, and you'll avoid price concessions. Because you see, without competitive differentiation, you become a commodity. You experience longer sales cycles, and deals always come down to the price.
- Competitive differentiation is the thing that helps you get higher prices and close more deals. And it's not just one thing, it's a lot of little things, and that's what we're going to cover in this course. - So if your product or service is unique, improving your own personal competitive differentiation will help you win even more business. - [Elizabeth] And if your product isn't that unique and you find yourself in that side-by-side, feature-by-feature, or maybe your sales are coming down to that bottom price, this course is critical to help you break out of that trap.
- I'm Lisa McLeod. - And I'm Elizabeth McLeod. - Together, we have thirty- - Six - Years of experience. - We're going to be your guides on how to differentiate yourself in every single interaction you have with your customers and potential customers. - [Lisa] In this course, we're going to cover everything from your opening statement, to the questions you ask, to asking your clients for the business. - [Elizabeth] This course is about creating distance between you and your competition in every part of your sales cycle. - So, you ready to get started?