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.
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.
According research conducted by the Chally Group, 39% of B2B buyers select a vendor according to the skills of the salesperson rather than price, quality, or service features. From the buyer’s perspective, one of the most visible indicators of the salesperson’s skill is the sales presentation.
All sales people hate competition. Unfortunately, that’s the nature of selling – it's always there and you have to beat the competition. If competition isn’t evident in a particular selling situation, chances are it will surface sooner or later. Direct competition in a selling situation significantly increases the complexity of the sales process. Not only do you have to understand what the buyer wants and how your solution addresses the buyer’s needs, but also how your solution stacks up relative to the competition.