I’ve used differentiation to sell multi-million dollar systems. And once, when we did not receive the right to participate in a $4 million opportunity, differentiation was used to secure that right. One year later, after numerous presentations, plant tours, visits to reference accounts, we won that contract. I’ve also used differentiation in job interviews that resulted in me winning the job against much more accomplished individuals, and in coaching jobseekers in the art of interviewing.

The reason why I focus so much attention on it is because the process is so powerful. Why? Because, when it is applied in the right way, you are allowed to promote your product at the expense of the competitive product, and the customer will allow you to do so even when they favor the competitor. But the key is doing it the right way or this most powerful sales tool can blow up in your face.

I am currently working with a European salesforce to develop their differentiation message and, as with U.S. sales forces, they were initially skeptical about using this approach. But once it was nuanced so as not to offend, and the facts were checked to make sure everything I was saying was 100% factual and accurate, they began to see what a powerful weapon they had to fend off new competitors.

The format is simple: You begin with a differentiation statement. This states a fundamental difference between the two products in a way that favors your product. Then, you tell a brief story that illustrates this difference, then you conclude with an expanded version of the previous differentiation statement. The repeated message sticks, the inherently memorable story sticks, and when the competitor comes pitching their product the customer does not buy what they are selling because a key difference, in the forefront or back of their mind, prevents them from doing so.

[If you are interested in learning more about this complex subject, please visit tompayne.com and click on “The Causes of Sales Success” tab in the navigation bar.]