Differentiate Your Solution or Risk Not Selling
60% of typical purchasing decisions are fully completed before today’s decision makers even engage with the sales people of their potential suppliers. The canny sales organisation knows this already and has adapted its ways of selling to accommodate this paradigmatic shift.
The rise of the internet means that buyers have a huge amount of information about your products – and your competitors’ – at their perusal. This means that your business offers really must shine when purchasers do come into contact with your sales professionals, your sales presentations and your proposals. The way to shine is to differentiate
Failure to differentiate your solution and your company will result in your prospect buying from your competitor or not buying anything at all. Poor differentiation also means that your solution may be seen as “commoditised”, which means that you will be under pressure to discount on price or lose the sale.