Lisa and Elizabeth guide you on figuring out: Who are your top three competitors? Where do they stack up in the eyes of your customers? Why is your "differentiator" not very important in the eyes of customers?
- What do you think when you hear the word Disney?…If you're like most people, you think characters and…and movies and roller coasters and fun.…What about Nike?…I think perseverance and sweat.…You know, it's a thousand little details and large details…that create the perception of an organization.…So, when people hear your company name,…what do you think goes through their mind?…Let's do a quick exercise to see how well your firm…is differentiated.…
Now, I want you to write down the names…of your top three competitors.…And I want you to think about the experience…of your customers.…How would they rate your competitors?…On a scale of one to ten, one being just ho hum,…total transaction, nothing special,…and ten being totally differentiated.…How does your competition stack up?…And I want you to be honest.…This isn't what you talk about when you're…in you rah rah sales meeting.…This is what the customers say when you're not there.…
Or, when your competition explains why they're different,…what do they say?…And I can guarantee you your competition is not saying,…
- 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