Sales Differentiation: 19 Powerful Strategies to Win More Deals at the Prices You Want

Salespeople often resort to lowering prices to win deals in competitive markets, but this approach sacrifices profit margins. Sales Differentiation presents an alternative: using differentiation strategies to win deals at desired prices. While executives typically view marketing as the primary source of differentiation, the sales function offers numerous overlooked opportunities. Lee B. Salz presents nineteen concepts applicable to salespeople across any industry, based on the principle that "how you sell, not just what you sell, differentiates you." The book is divided into two sections. The "what you sell" chapters address how to recognize ineffective messaging, identify true differentiators within the company using the "Sales Differentiation Universe," and position those differentiators to show buyer value. The "how you sell" section covers strategies for providing meaningful value throughout the sales process, including engaging buyers, converting objections into differentiation opportunities, shaping buyer decision criteria, leveraging RFP processes, and using reference requests as competitive advantages. The strategies are presented through stories and practical tools designed for quick implementation, whether you are an experienced salesperson or new to sales.