Differentiating means positioning ourselves differently from the competition, and getting customers to see us as problem solvers
The hardest thing for a salesperson is to differentiate themself from the multitude of other sellers plying their goods. Practically everyone presents themselves to potential customers as being the best: "we have the best product, we are the best company, we offer the best conditions."
Unfortunately, not only does this way of presenting yourself fall short of the mark, but it is also often irritating, because it can provoke an instant reaction of annoyance and scepticism from those on the receiving end.
It should not be you yourself who is saying that you are the best, but rather you need to make sure that others are speaking well of you on your behalf.
To this end, you need to present yourself as being different,and make sure that you are perceived as a problem solver, and someone who is capable of finding good solutions to help customers achieve their goals.
A good introductory speech to a potential customer might start like this: “I’m not going to tell you that our product is the best because I’m sure every other salesperson tells you that. Today, I will share with you some differences in what we offer that our clients find beneficial, and you can decide for yourself if those are meaningful to you.”
If you want to close deals at the price you have set, you must start out on the right foot, and understand that the role of problem solver is essential to lay the foundations for a good negotiation.