It’s no big trade secret that, in order to
make an impact with potential customers, you must take on a unique approach to selling your products and services. But do today’s sales representatives
place enough emphasis on differentiation?
“Sales representatives today, particularly
veterans, are far too conditioned in their
sales processes and need to get out of their
comfort zones — instead of being proactive, they are being reactive,” says Vaughn
Moore, vice president of sales and marketing for AIT Worldwide Logistics. “The sales
reps who make it a point to be different
every day are the ones who are successful.
Being in sales is about the joy of accomplishment, but you have to be willing to
take chances in order to distinguish yourself in the face of competitors.”
Smart Business talked with Vaughn
Moore to find out how using effective
points of differentiation creates a competitive edge with customers.
The first step in differentiating yourself is by
taking on a unique approach with customers.
Where do you begin this process?
This objective cannot be achieved until
you open yourself up to innovation.
Change what you are doing, vary your
sales style, and modify your approach with
customers.
Take an honest self-assessment to make
sure you are evolving in that area of change.
If you are not willing to reinvent yourself or
be open to change management, then you
are severely limiting your growth potential.
Once you have identified that change, it’s
absolutely imperative for sales people to
embrace it and become truly vested in it.
Adapting to change empowers sales representatives to differentiate and position
themselves for success.
Often, differentiation from your competition comes from less traditional avenues
than products and services offered —
today, more so than ever, it is important for
companies to maintain commitments to
the community. Don’t be afraid to share
your company’s charity involvement with
customers to offer as a point of distinction.
Take further action and involve your customer base in those events. Ultimately, this participation further enhances business
relationships.
What are some examples of pitfalls encountered when attempting to differentiate?
The most common mistake I see occurs
when sales reps fail in proving the company’s points of differentiation to the customer. Let’s face it, superior customer service and on-time percentages don’t mean
anything unless you can offer something
more than just ‘lip service.’ It is the sales
representative’s responsibility to present
points of differentiation to the customer in
a way that’s captivating, interesting and
memorable.
When you maintain proper conviction in
your company’s points of differentiation,
people will listen. When I say conviction, I
am referring to a deeply rooted belief
rather than merely selling customers on an
idea or vision. It’s not just about putting
forth the finite time and resources to
secure business; it’s about going that extra
mile to set yourself apart. It’s the most
powerful way of connecting with and making a case for the customer. Sales representatives who are strong in their convictions set a positive example for customers,
and create a relationship with them that
inspires rather than frustrates.
Aside from products and services, what are
other innovative ways to differentiate in the
marketplace?
Take a close look at how you build your
sales story — you will be surprised to discover how a unique hook or pitch can differentiate a somewhat ‘common’ product
or service.
Furthermore, ensure that you have done
your ‘homework’ on the company before
the call takes place — investigate the Web
site, study the brochure, read the press
releases and examine all marketing collateral. Use the knowledge gained during these
‘crash courses’ as points of differentiation.
What is the link between differentiation and
marketing?
They are synonymous with each other. If
there’s not a thread connecting them then
you aren’t capitalizing on your marketing
incentives. To successfully communicate
your company’s marketing plan, each
aspect — from print advertising and online
visibility to sales collateral and internal
communication — must begin by defining
specific objectives and applying them into
an integrated message. Establishing this
foundation is absolutely critical. Without a
cohesive and integrated message, the organization’s points of differentiation are lost,
muddled or virtually eliminated.
This point is especially important to consider when your company is not a household name. Marketing is not about how
many images to include in the advertisement, sentences to post on the Web site, or
slides to include in the PowerPoint presentation; it’s about communicating one compelling message. That message is your
point of differentiation in sales.
VAUGHN MOORE is the vice president of sales and marketing for AIT Worldwide Logistics, Inc., headquartered in Itasca, Ill. Spanning
numerous nationwide locations and an ever-increasing network of international partnerships, the global transportation and logistics
provider delivers tailored solutions for a wide variety of vertical markets and industries. Reach him at www.aitworldwide.com or (800)
669-4AIT (4248).