How to Beat the Competition: Articulating Differentiation in B2B Sales

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Information about How to Beat the Competition: Articulating Differentiation in B2B Sales
Business & Mgmt

Published on February 17, 2014

Author: kbastian



If you want to repeatedly hit your revenue numbers, your sales team needs the ability to articulate how your solutions are different and better than the competition. Articulating differentiation effectively is critical in B2B Sales.

How to Beat the Competition Importance | Impact | Introduction 5 Ways to Effectively Articulate Differentiation

There is no differentiation without a customer problem. Uncover those problems with effective discovery. Create buying momentum by revealing a problem that can’t go another day without being fixed. Then, map your solutions to that business problem.

Speak about your differentiators in a way that helps your prospect form a link between them and the value that’s important to their bottom line. Your differentiation needs to map to the positive business outcomes your prospect is trying to achieve.

Focus on the value you provide, not on the unessential extras about your company. Your company history may help mitigate risk in the final stages of the deal, but it is irrelevant if your solutions don’t map to the problem you’re customer is trying to solve.

Being “audible-ready” is the cornerstone to effective value-based B2B selling. When it comes to differentiation, you have to be audible-ready on comparative differentiators. Your prospect needs to know how your solution is better and/or different than the competition in a way that shows value.

Provide the Proof Third-party references and testimonials are powerful tools in the sales process. They provide tangible evidence for the prospect. Don’t make your customer “take your word for it,” provide the proof that backs up your differentiation.

Wait, There’s More Stop Losing Deals to the Competition Read our Guide to Articulating Differentiation  Understand the Three Types of Differentiators  Learn the Two Questions to Move an Opportunity Forward  Enable Your Sellers to Demonstrate Differentiation For more information:

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