In the Billy Crystal classic “City Slickers,” there is a recurring theme of the search for the one thing that matters in life. Salespeople, in their quest for a compelling sales strategy, are also searching for that one thing…the thing that sets them apart from the competition.
“ What makes us unique?” That’s the big question salespeople ask of their management teams and themselves. They hope that, in response to their query, they will be given magical words to say to buyers that will lead them to hitting quota with ease.
Oftentimes, there is no magic for them to share. When salespeople can’t find that one thing, they get angry, frustrated, and downtrodden. Some may even brush off their resume and begin searching for another job.
But are salespeople asking the wrong question of their managers? They ask about “unique,” but isn’t the real question about “differentiators?” Perhaps you think those are one and the same, but I’d challenge you to research them. On Thesaurus.com, a search of the word “different” (there isn’t an entry for “differentiator”) does not return a synonym of “unique.”
The word “unique” suggests that you are the only one in the world to possess some particular aspect. But uniqueness is not a requirement for an effective sales differentiation strategy. Even a patent, which means you have something truly unique, does not last forever.
AUTHOR: LEE B. SALZ
Lee B. Salz is a leading sales management strategist specializing in helping companies build scalable, high-performance sales organizations through hiring the right salespeople, effectively onboarding them, and aligning their sales activities with business objectives through process, metrics and compensation. He is the Founder and CEO of Sales Architects, Business Expert Webinars and The Revenue Accelerator. Lee has authored several books including award-winning, best-seller “Hire Right, Higher Profits.” He is a results-driven sales management consultant and a passionate, dynamic speaker . Lee can be reached at lsalz@SalesArchitects.net or 763.416.4321.