How Do You Stand Out From The Competition?
Posted on Thursday, 4th March 2010 - 12:24 pm by Fay Kelly
I reckon there are two elements to this.
In a global market the best way to differentiate yourself is the
way you sell. Every company I have worked with has ended up with
a sales process, based on my principles, but tailored to their
unique situation. It is exclusively theirs. Business growth
directly attributable to the process attests to its effectiveness
and value. By sales process I mean systems, personal selling
skills and strategy.
A proven sales process needs to become part of your asset
register. It should have a book value placed on it and in the
event of acquisition, should be included in due diligence.
So step one would be invest in sales process improvement until
you`re sure you`ve got the best and then keep measuring.
Step two, answer these questions about yourself: "what does
everyone do that we do differently?" and "what do we
do that no-one else does?" and be prepared to prove
it.
Warning: don`t confuse differentiators with your value
proposition. They aren`t necessarily the same.
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