Lee Salz: Founder and CEO of Sales Architects, author of several books including Sales Differentiation which was awarded by Top Sales World the silver medal for top sales book of 2018. The philosophy of the book was developed by Lee over the last 30 years and is applicable to any industry and company of any size; the more effective you are at differentiating the more effective you will be at protecting your price margin.
Sales Expert Interview covers:
- Meaning of Differentiation
- Getting to know how Differentiators are used
- Shape and education the buyer decision
What do you mean by differentiation:
Lee breaks this down into two components of what you sell and how you sell it. Are you effectively projecting your passion or belief for the product to your customers? How are you demonstrating your value, how your service or product is of value to the customer? A positioning question, used as an open-ended question, designed to help someone think differently about the solutions they have or could have. Positioning questions are also used to align your particular differentiator statements as part of a solution.
How do you get people to understand and know how to use differentiators:
Who knows more about the world of potential solutions in your industry? A salesperson understands their obligation to help people make an informed buying decision and approaches in a way to help purchasers see solutions. A salesperson also understands the opportunity to shape buyer decision criteria.
Shaping and educating the buyer decision criteria:
do not assume buyers already have their decision criteria. Guide them by asking questions. Lee discusses how to create value in differentiation. Ask questions on things they might not have thought about or thought enough about. Demonstrate expertise, demonstrate care and help make an informed buying decision.
What is the irrefutable differentiator:
you! You are part of the package when a buyer decides to buy the product. The personal value differentiator supports the need to consistently invest in yourself.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.