Learn how to add value and differentiate your sales pitch from the first call to the proposal. Authors and leadership experts Lisa Earle McLeod and Elizabeth McLeod cover everything from crafting your opening statement, to asking the right questions, to asking your clients for the business.
- 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?
- 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