Differentiation and Value!

Better sales approaches in selling in today's economy. www.3gselling.com

Live virtual sales training that brings your selling activity in synch with the customer buying process.

As sales people, we know all too well the challenges associated with truly differentiating our offerings. Companies now employ strategic sourcing approaches to strip our offerings of unique value and contest every purchase on a lowest cost wins basis. Many sales folk know what it is to become anointed by a customer as one of their “Strategic Partners”. Simply put, it often means that you are no longer flying below their purchase radar and it is time for you to provide further discounts at a previously unheard of level – and throw in all of your expertise and know-how for free please – because you value the relationship.

If you are familiar with this scene, then there are two things I recommend. Firstly, for entertainment value, dedicate a few minutes to watching this. I will not say more, aside from this movie made me laugh and cry. Secondly, reflect on the work of one of the great marketing geniuses Theodore Levitt, when in his book the Marketing Imagination he proclaims “There is no such thing as a commodity. All goods and services can be differentiated and usually are.”

As ever, if you have any experiences about being caught in the commoditization trap, and getting out of it, we would love to hear from you.