How to conquer the market through differentiation
Contrary to general assumption, production differentiation is not the sole responsibility of the marketing department: once they have dealt with the task of creating the positioning strategy, and differentiating the product or service from the competition, an important part of the work then lies with the people responsible for selling it. Salespeople are the ones who add intrinsic value, context, and a human touch to the strategy. By positioning themselves as problem solvers, not only are they able to differentiate what they sell, but also how they sell it. Sales Differentiation reveals 19 ways to show your buyers how you can differ from your competition, so that you can close deals at the prices you want.