The customer doesn’t want to see the value in your product; he wants to get the value from your solution to his business problem. He must perceive unique value from you. If he cannot differentiate you from the competition, there is no reason to buy from you.

Action Step

Selling is the one area where you can afford to stand out from the crowd. You need to present a unique service, go the extra mile that nobody else is prepared to go, in order to set yourself apart from the rest of the competition. Remember, you’re not simply selling a product. You are selling an entire solution. If you can become an authority in your field of sales you will be able to address your customer’s business issues abundantly – adding more value to the solution than simply offering him a brilliant product.

Answer These Questions:

• What makes you different from your competition?
• Do you have a level of expertise that exceeds that of your competitors? If not, are you prepared to rise to the occasion and improve your strategy and further your training?

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