| One of the keys to achieving success in sales is to | | | | Your product just needs to be a little different to be |
| develop the ability to focus on value especially when | | | | considered better. |
| your customer wants to talk about price. Remember, | | | | The list of what can be differentiated is endless. |
| the more you talk about price, the lower it gets. You | | | | Since we both have time for what's endless - here's a |
| can differentiate anything, as soon as you change your | | | | short list to get you headed in the right direction: |
| selling mindset. | | | | You can differentiate . . . how you make appointments. |
| You will always command a higher price if your | | | | You can differentiate . . . how you confirm |
| product is better than your competitor's product. | | | | appointments. |
| The first step to becoming better is being different. | | | | You can differentiate . . . how you begin a sales call. |
| This is easy to say and hard to do. | | | | You can differentiate . . . how you end a sales call. |
| If you believe any of your products are commodities | | | | You can differentiate . . . how you ask sales questions. |
| you probably don't understand the last sentence. | | | | You can differentiate . . . how you present your |
| Products don't turn themselves into commodities - | | | | products. |
| salespeople do it. | | | | You can differentiate . . . how you package your |
| If you truly believe in the concept of differentiation - | | | | proposals. |
| there are simply no commodities on this planet. | | | | You can differentiate . . . how you show your |
| You have it all wrong if you believe your customers | | | | appreciation to your customers. |
| buy your products because they believe your products | | | | You can differentiate . . . how you acquire and apply |
| are unique in some ways. | | | | new sales skills. |
| What really happens is your customers and prospects | | | | You can differentiate . . . everything about you, your |
| are attracted to your products because you (The | | | | products, and your company. |
| seller) believe your products are unique. | | | | And if you don't get this concept - you're doomed to |
| It starts and ends with you. Never forget that. | | | | sell on price. |
| During my corporate sales training programs and the | | | | Logically, when someone is comparing your price, it's |
| annual Boot Camps I do - I always make a point of | | | | usually a good indication they don't see any other |
| saying this, "If I were selling single ply toilet tissue, I could | | | | comparisons. Everything looks similar - so we may |
| differentiate mine from the competition." | | | | as well talk about price. |
| Well glory be, I'm in Park City Utah last year doing a | | | | And by now you realize - the more you talk about |
| sales training assignment at a combo ski/golf resort. | | | | price the lower it gets. |
| And what do I see sitting on a shelf in the bathroom - | | | | Offer your prospects and customers more and they'll |
| a roll of toilet tissue. | | | | gladly pay more. It's been said and I don't recall who |
| Not an ordinary roll mind you, a differentiated roll of | | | | said it, "Profitability is the applause of a happy |
| single ply toilet tissue. It was wrapped in dark brown | | | | customer." |
| paper and had the words "Emergency Backup" | | | | If profitability is the applause of a happy customer you |
| prominently displayed. | | | | should be raising your prices, especially if your |
| All tissue paper is wrapped, but the paper in my room | | | | customers are happy. |
| was wrapped in differentiation and no doubt presented | | | | If profitability is the applause of a happy customer you |
| to the buyer as a better alternative to his current | | | | should be raising your prices, especially if you're making |
| product. | | | | your customers happy. |