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“Fall in love with the problem, not the solution.” That’s how Uri Levine, the co-founder of Waze, the world’s leading navigation app which Google acquired, boiled down the secret of successful entrepreneurship.

Can a new mattress change your life? Maybe—more on that later. But my recent experience shopping for a mattress highlighted three essential sales insights that you can apply to B2B sales.

In today’s crowded marketplace, it’s easy to forget how many choices your buyer has. Buyers have a difficult time differentiating your solution from the competition’s solution. What may be an obvious distinction to you may not be so apparent to the buyer. So you need to explain why the buyer should select your solution instead of the alternatives. Skilled sales reps differentiate their solutions by highlight features that are important to the buyer where they're strong, and their competitors are weak.

On this Q&A episode: "What's the best way to follow-up with a demo? Even though my demos go really well, the prospect seems to go silent after we meet".  

On this Q&A episode: "Why most product demos miss the mark, and what can I do to improve my chances of success?"

Think of the last time you won a close, competitive sales opportunity. What tipped the scales in your favor?  In sales situations where it’s difficult to differentiate your solution from the competition’s, you often win by offering your buyer extra services, or Value-Added Benefits. These are extra services above what you provide with your primary product or service at additional cost to the buyer. Chances are you're already providing your buyers Value-Added Benefits, but you're not getting credit for them.