You grow your sales profitably by differentiating yourself in a way that matters to your customer and baffles your competition . You create a solution – a package of products and services – that delivers value to your customers and that competitors can’t match. In other words, your sales team creates a differentiated solution.
Differentiation starts with your company’s business goals, objectives and strategies. From there, each department creates its own plan for supporting these business goals. Marketing is a key driver, along with R&D and Sales.
Your sales department creates its own plan for the target markets and the salesperson creates a differentiated solution for each customer. It’s up to the salesperson and their team to convince the customer that its solution is different in a way that matters because it adds value to the customer . The salesperson’s objective is to help your customer achieve one of their critical success factors, which is the handful of things that must go right for the customer to achieve their goals and objectives.
The presentation is one of the key events. To create a successful presentation, the salesperson needs to gather and interpret the data gathered from the first meeting and then craft an innovative solution. This is the key to a differentiate solution. The salesperson needs to do the heavy lifting right from the first client contact in whatever form it takes including email, phone, Web meeting or face-to-face meeting.
Selling is more complex and competitive than ever because your customers’ buying process has changed. The primary cause of the change is the Internet and Web 2.O technology, through which customers can obtain much of the information they need without meeting with the salesperson. So the salesperson needs to know how to effectively use Internet tools to perform including networking, researching of the customer and the competition.
These days, competitive advantage is a function of how timely, effectively and innovatively companies operate. Your salespeople need to start by considering the needs of your customer and learn what’s new with the competition.
Effective sales leadership is about both managing the sales process and leading the sales team. Your sales management group manages the sales process by overseeing the ratios involved in converting a prospect to a customer. Sales leaders manage salespeople by providing them with insights that consider the needs of the sales organization, customers and competitors. The leadership must have an eye on achieving both short- and long-term results.
Sales can be a source of a competitive advantage. If sales management and the salespeople together are creating differentiated solutions that matters to your customers and baffles your competitors .
The six building block questions to consider when creating a differentiated sales strategy that will grow your sales profitably are:
- What is differentiation?
- Why is differentiation important?
- What does a salesperson need to know to create a differentiation strategy?
- What components can be utilized to create differentiation?
- How effective are salespeople at creating and executing a differentiation strategy?
- What’s the fastest way to determine if my sales organization is effectively and consistently creating and implementing differentiation strategies?
While you were reading this blog, your sales organization was creating a differentiated solution for a customer. Here’s my question: Is that differentiated solution helping you to win the business or hurting your chances?
Don’t miss any of the six building blocks! Sign up for my email
Photo credit: Don’t Hide Be different http://www.flickr.com/photos/pasotraspaso/2236617389/