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Business Journal Column

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Differentiation: It’s not just a marketing responsibility

When I bring up the subject of differentiation to executives, they immediately think marketing department, as they are the ones tasked with that strategy. But there is a second party responsible for differentiation, and that’s the sales department.

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How to differentiate yourself when buyers buy through RFP

While buyers want to commoditize you with an RFP, you can still differentiate yourself from the competition.

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Biggest doesn’t necessarily mean best when it comes to sales differentiation

Size may, or may not, matter to a buyer. It is up to the salesperson to position why size matters.

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9 ways to differentiate yourself through your selling approach

How you sell can differentiate you from the competition

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The science of setting successful sales quotas

Having the right quota-setting strategy can give your salespeople and sales managers the motivation needed to achieve the company’s revenue target.

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Are salespeople overthinking sales differentiation?

“What makes us unique?” That’s the big question salespeople ask of their management teams and themselves, but uniqueness is not a requirement for an effective sales differentiation strategy.

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How to engage buyers who say they’re happy with their supplier

Over 90 percent of buyers say they are happy with their current supplier when first contacted by a salesperson. In this situation, it’s not what salespeople say, but rather what they ask, that makes them stand out from the competition.

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Differentiation requires buying process disruption

Sales differentiation isn’t easy to do. To succeed, you have to disrupt the customer’s buying process.

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7 keys to using references to differentiate yourself with a buyer

The request for references is a standard part of the buyer decision-making process. However, few salespeople use the reference stage as one final time to differentiate themselves and stand out from the competition.

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When buyers can’t justify your price, whose fault is it?

It’s smart to differentiate yourself from the competition. But being defensive about your price is a sure-fire way to turn buyers off.

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Differentiation is a moment in time, not a permanent state

When is the last time you reviewed your differentiation strategy to make sure it truly positions you as unique — and aligns with your buyers’ needs?

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Love your sales process, like your salespeople

High performance sales forces have their foundation in a well-defined sales process. Take the necessary steps to solidify the foundation of your sales team.

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CEOs enjoy eating steak but don’t want to know a cow died

Many business executives aren’t ready for the changes needed for the results desired.

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How to achieve differentiation when selling a commodity

Differentiate yourself by solving the problems your buyers face rather than trying to differentiate commodities.

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The needs analysis questions salespeople must ask prospects

Just about every sales book ever written preaches about the importance of needs analysis questioning. The challenge that salespeople face is determining which questions to ask.