In my work with clients on sales differentiation, I constantly hear war stories about trying to knock out the competition.
Executives share their frustrations about losing deals and shrinking margins. They talk about the competition as if they are fighting a mythical being — forgetting that even the powerful Achilles had a weakness that led to his downfall.
If you think your competition is tough, imagine going up against one of the strongest brands in America. This is a brand that is loved by all. When families think of taking a vacation, this is the first brand that comes to mind.
Based on that last sentence, you know the brand I’m referring to — Disney.
There’s an old expression in B2B sales. “No one ever got fired for buying IBM.” IBM had built such a strong brand quality reputation that their products became known as the safe choice for corporate buyers. Disney enjoys that same quality reputation in the family vacation industry. Picking Disney for a family vacation ensures a fantastic experience.
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.