From the course: Selling with Stories, Part 2: Stories Great Sales People Tell

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How we're different from our competitors

How we're different from our competitors

From the course: Selling with Stories, Part 2: Stories Great Sales People Tell

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How we're different from our competitors

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- Professional buyers will tell you that competitors in just about every industry are so similar that it's hard to tell 'em apart. They need a differentiation story, which means you need a differentiation story. Now one of my favorite examples of that comes from Sharad Madison, the CEO of United Building Maintenance. Now that's a commercial-cleaning company. So they're the people who come in and clean the office buildings at night. And guess what, there're a lot of companies that do that. So in order to differentiate his company from those competitors, one of the things that Shirad does when he's talkin' to a new prospect is to tell them what he typically does when he gets a new client. For example, he'll say, when we took over the contract for the Verizon building in New Jersey, we had a 30-day transition period. And we typically take that time to walk the floors and see what the current cleaning staff was doing to find out if they're properly trained and have the right tools. We…

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