Page created 2/16/09 modified 4/16/09

    by Grant Cardone

    Learn to Sell Value by Differentiating! The reality is your prospect sees your product to be very similar, if not
    identical, to others offered and then places much of his/her decision on the price rather than the value. The
    salesperson, unable to differentiate between price and value, will not successfully handle the difference between the
    two.

    Unless you can create a powerful and distinct difference between your offer and the competition’s
    offer, the customer will be left to make a decision on who is lowest.  How do you separate yourself and
    your offer is what distinguishes you from the competition? You’ve just got to be different and price is the most costly
    way to make you different!

    Seven Ways to Sell Value

    1. Product Differentiation
    You must come up with ways in which your product is different than the competition. Even when the product is
    identical your product presentation is what will separate the perceived differences in the buyer’s mind. You have to
    know your product knowledge and combine that knowing with what it is the buyer wants to accomplish.

    2. Price Differentiation
    Untrained sales people believe price is the deciding factor but this is not true.  Price is a myth when a true sales
    person builds value and desire and urgency.   Thin margins and sales people that believe price is the only solution
    has put more companies out of business than any other single factor. If your company elects to be the low-price
    provider, your company better have every expense category cut to the bone, including sales commissions, and
    better be able to make it up with large volumes, which is highly suspect in this environment, or you will perish in
    short order!  I can give you an almost endless list of companies that have failed using this strategy.

    3. Relationship Differentiation
    If there is a solid relationship between you and your clients based on high trust, you have an inside track on the
    value presentation. In my book Sell to Survive I discuss how to identify and utilize each individual employee’s
    powerbase.  People would rather do business with people they know than people they don’t know.  This
    dependence upon who we know and these relationships have not been correctly farmed over the years and we
    must get back to it.

    4. Process Differentiation
    Companies typically get into a rut about how they handle customers, with management assuming that the
    processes of yesterday will continue to work today.  While the basics never change you have to accommodate a
    changing market and buyer expectations so your processes do differentiate your company. The Mac Daddy Rule
    with processes today is make it easy, friendly, fast, different than your competition and lastly make sure your
    process is consistent with your marketing message.

    5. Technological Differentiation
    New modes of communication encompass a wide variety of options, from using podcasts, social networking
    pages, the use of video online, video emails, blogs, electronic negotiating solutions, CRM’s and combining direct
    mail with electronic scrub campaigns to target select customers.

6. Experiential Differentiation
Provide customers with knock-your-socks-off service and experiences so that they tell friends and family.  Ask yourself, how can we
“WOW” our opportunities based on what they may experience shopping somewhere else? Warning: be sure your process supports the
experiential differentiation.

7. Marketing Differentiation
Gimmicks like no money down, free credit, and lowest price are lazy attempts at marketing and typically fail. Direct your marketing to
potential buyers of your products in a manner that hits each of them as individuals and be sure that the process can deliver it.  Remember
the game is to outsell, not just out market your competitors.

Make yourself different by making the sales staff different, your processes different and the customer experience different. Don’t think in
terms of sales training; think in terms of sales effectiveness. Good luck and good selling!  


Grant Cardone is a speaker, author, sales trainer and CEO of Cardone Training Technologies. Author of Sell To Survive and other Audio,
Video, and training programs, for more information on Mr. Cardone visit
grantcardone.com.

Grant Cardone, Author of "Sell to Survive".      800-368-5771

Cardone Training Technologies, Inc. •6767 Neptune Place • La Jolla, CA 92037         Index of other articles on this site.
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