Differentiate or Die



By Robb Woolsey
reidhoffman - startup-of-you
 
 
 

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Why should your customer's buy from you over anyone else?

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by Robb Woolsey How are customers supposed to choose between suppliers that they perceive to be more or less undifferentiated? 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...
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