Simple...They choose based on price!
Do you find yourself or your reps, if you are a manager, constantly going back to price in order to win business? Or worse, you discover an issue and teach the customer how it can be done better. Then the customer puts out an RFQ on your solution, making you a free consultant.
What do you as a company do better than anyone else? What are your "unique" strengths? In today's increasingly complex world of Solution Sales, most reps do as they have been taught. They follow the system of discovery. They teach their customers how they could do something differently, bring in an ROI model, achieve buy in from the customer for their solution, and attempt to close the sale.
The Challenger Sale, Teaching for Differentiation Rule #1 - "Teach to Your Unique Strengths"
Teaching customers ways to be more efficient, save money, increase revenue etc... is something, I believe, that most solutions sales reps do on a daily basis. But, for solution sales to be consistently successful, what you teach your customers must lead them back to something you do better than anyone else. Magic happens when you shared relevant, new insight teaching your customer not just to want help, but to want your help.
The sweet spot of customer loyalty is outperforming your competitors on those things that you have taught your customers are important.
Are you and the rest of the sales force armed with the key differentiators of your company, it's products and services, or are you commoditizing your solution? Grasp this as a company, sales team and individual contributor and watch your numbers climb through the roof.
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