Smarter Selling: Next generation sales strategies to meet your buyer’s needs – every time

2.1. Why you need to know how others see you

We have worked with dozens of organisations and thousands of individuals who sell products or services. But, what they really sell is themselves. Most markets are now so competitive, with buyers facing ever greater choice, that products and services can no longer be easily distinguished and where buyers used to see specialised offerings, they now see a commodity.

Faced with this challenge, salespeople have two choices. They can differentiate themselves on price (the easy route for the salesperson and the one most followed – but one that leads to lower profits for the vendor), or differentiate based on how the product or service is provided. The second route is much harder, and more challenging. It ...