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Sales Differentiation: 19 Powerful Strategies to Win More Deals at the Prices You Want
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"If we don't drop our price, we will lose the deal."
That's the desperate cry from salespeople as they try to win deals in competitive marketplaces. While the easy answer is to lower the price, the company sacrifices margin - oftentimes unnecessarily.
To win deals at the prices you want, the strategy needed is differentiation. Most executives think marketing is the sole source of differentiation. But what about the sales function of the company? This commonly neglected differentiation opportunity provides a multitude of ways to stand out from the competition. This groundbreaking audiobook teaches you how to develop those strategies.
In Sales Differentiation, sales management strategist, Lee B. Salz presents 19 easy-to-implement concepts to help salespeople win deals while protecting margins. These concepts apply to any salesperson in any industry and are based on the foundation that "how you sell, not just what you sell, differentiates you."Â
The strategies are presented in easy-to-understand stories and can quickly be put into practice. Divided into two sections, the "what you sell" chapters help salespeople:Â
The "how you sell" section teaches salespeople how to provide meaningful value to buyers and differentiate themselves in every stage of the sales process. This section helps salespeople:
Whether you've been selling for 20 years or are new to sales, the tools you learn in Sales Differentiation will help you knock-out the competition, build profitable new relationships, and win deals at the prices you want.
Accompanying charts are available in the audio book companion PDF download.
PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.Â
Product details
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Audible Audiobook
Listening Length: 5 hours and 21 minutes
Program Type: Audiobook
Version: Unabridged
Publisher: AMACOM
Audible.com Release Date: September 18, 2018
Whispersync for Voice: Ready
Language: English, English
ASIN: B07FH7J9FM
Amazon Best Sellers Rank:
Quite probably the #1 sales book written this year. Buy and study it.High Level Summary of BookSituation: You claim your company and your products your customers’ outcomes are “the best.†For example, “We have the best (insert feature here)†or “We have the best implementation and customer success†or “We are the best positioned to help you achieve (insert benefit).â€Complication: Your competitors also claim their companies and their products are “the best.†As a result, prospects buyers disregard such claims, leaving price as the only perceived differentiator.Resolution- Differentiate through WHAT you sell and HOW you sell.- Back every claim with PROOF – show don’t tell. When you state a differentiator, do not leave context to interpretation; feed the buyer the SO WHAT. For example, instead of saying, “We have the most revenue,†say, “Our size gives us strong buying power which reduces costs for our clients.â€- Ask questions to disrupt complacency- Help people buy what you sell by shaping their decision criteria- Demonstrate that you (and your company) have the expertise to solve/achieve each buyer’s business problems/opportunities (even beyond what your solution entails)- Proactively address concerns (aka, objections) as follows: A question probably on your mind is ___. I’d be wondering that as well. As you might imagine, that depends on several factors. Is it OK if I ask you a few questions so that I can provide you with the right answer?- Be responsive and anticipate needs- Six components of the sales differentiation universe:THE COMPANY (ex: Financial strength; Key clients; handling of requests for references)THE PEOPLE (ex: Expertise; Key employees and certifications)THE PRODUCTS (ex: Attributes; Quality; Customization and configuration)SERVICE (ex: Customer service; Performance metrics; Safety)TECHNOLOGY (ex: Integrations; Security)CONTRACT (ex: Flexible terms; Guarantees and warranties)- Regularly revisit your differentiation strategy to ensure it is still effective
As a B2B business owner, and past B2B sales professional, this is the first book to completely encompass how to execute the right sales process strategy that truly speaks to all the subtleties of do/don’t outcomes I’ve experienced and observed throughout my own career.I and my my B2B and enterprise team have been through sandler, and a lot of other quality sales training and consultants through the years. This is now our training starting point...its ALL in there, and written, REALLY, REALLY well to help folks like us learn and execute the concepts in the real-world.There is NO other book I've encountered that literally encompassed EVERY nuance of the sales process strategy that is critical to maximizing outcomes so both client and business win BIG.THANK You Lee, you've done a great service to the world, empowering those with great products to see how to our clients through the sales process in a way that everyone wins.
If you are a salesperson who wants to stand out in a crowd, grab a copy of Lee Salz's book, "Sales Differentiation: 19 Powerful Strategies to Win More Deals at the Prices You Want." Salz cautions that if you are telling prospective clients they should buy from you simply because you or your product is "the best," your words will ring hollow. Before you make that first contact, do your homework to understand why this client should even want to talk to you right now. Don't waste your time pursuing lost causes. As Salz reminds us, "If you are going to lose, lose early." Salz helps you learn how to package your product/services as outclassing the competition because they are better, because they are different in a meaningful way. Your superior service can then be seen as worth the price you are charging. No doubt, you encounter buyers who say, "We are perfectly happy with the service/product we have now." Because you know your business better than your clients do, you have to help them understand the difference you offer and show them how to go about buying it by disrupting the status quo. You can even help shape the buying criteria and address buyer concerns before they arise. If you have to deal with procurement departments, Salz presents key strategies for success. Even at the reference stage of the deal, you have important work to do to lock down the sale. But more than anything else, "the irrefutable differentiator is YOU!" This is a quick read with easy to understand examples and practical exercises. Even with underlining and note taking, I read it in a day. Our whole sales team was assigned to read this, and I am eager to discuss how we can incorporate these practices into our everyday work. I'm expecting better results!
I’ve developed sales training used by over 150,000 salespeople on 6 different continents, so it is rare for me to find a book like Sales Differentiation: 19 Powerful Strategies to Win More Deals at the Prices You Want, that I find interesting enough to read cover to cover. The central point of differentiation is not new; however, it is arguably the most powerful concept in selling. What is new is the clarity with which Salz presents a strategy for leveraging differentiation for all types and levels of selling.If you are a sales leader looking to help your team, write down the questions Saltz suggests throughout the book and ask your salespeople to answer them. Then, if you want to have a good laugh, ask your VP of marketing to answer the questions.
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