The Power of Differentiation in Sales - Sales Training
Creating differentiation in your product and company is the fuel that drives your belief, and it should be the first goal of every sales person. Distinguishing what you are selling from the products or services of others is a significant key to success when you educate your potential customer on why he should give you an appointment, progress further in the sale or give you his final commitment for an order.
Your differentiation should be the core of your value proposition, which is what you propose to a potential customer to reinforce the product’s value. To have a product that is designed or a company that is marketed with exclusive features enables you to focus on the benefits of those features and build value in your customer’s mind as to why she should have them, thus eliminating the competition and increasing your ability to sell at a good price. This is the sales approach of every sales pro and a major reason why they succeed where the average performer fails.
In order to fully understand how to present the advantages of an exclusive feature, first identify all the features of your product or company and understand what is the function, benefit and result to your customer of each feature. This will give you direction on how to present the features correctly.
The diagram below illustrates how a sales pro emotionally connects with her customer by talking about the benefits and results she will receive from each feature, while the average sales performer tends to talk about the actual feature and its function.
It’s a common mistake of a sales rookie and, too often, the trait of average sales performers to try to sell the child safety lock (i.e., the features) and not what the product will do for the prospective customer (i.e., the results obtained by using it). An example of selling just a feature is a salesperson who only talks about the technical specifications of the child safety lock, while an example of selling a result of a feature is talking to a prospective customer about less worry and easier supervision.
Remember, a customer thinks in terms of the results, not the features—a person goes into a hardware shop to buy a one-inch drill because he needs a one-inch hole—so to secure the sale, you should too.
Once you have a thorough understanding of the features, function, benefits and results of each product, you’ll need to develop specific questions that focus on your product’s exclusive features. Begin by reviewing all the features of your product and company and compare them to those of your competition. This will immediately offer you the ability to highlight potential benefits your company offers that your competition does not.
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