Stand Out in the Crowd

There's a sales adage that goes… "If you can't differentiate by what you sell or how you sell it, then the only thing left is price."  True, but the real question is, when it comes to differentiation, what REALLY matters and what’s the one source that’s solely under your control? When I ask salespeople to describe their sources of differentiation, the typical answers relate to product or service superiority. This makes sense, as most sales training is oriented toward understanding products and services. The trouble is that in an increasingly competitive marketplace, you may frequently find yourself in a losing [...]