Creating Competitive Advantage in a Commoditized World

Create competitive advantage when products and services are increasingly difficult to distinguish. Participants learn how the salesperson’s behavior—challenging, learning, creating value, and differentiating—can become a powerful reason for customers to choose one company over another.

PROGRAM OVERVIEW

Creating Competitive Advantage in a Commoditized World focuses on the shift from competing primarily on what a company sells to competing on how its salespeople engage customers. Participants explore the behaviors of Challenger, Learner, Trusted Advisor/Value Provider, and Differentiator and how those roles create stronger customer experiences and competitive advantage. The program matters when offerings appear similar and price pressure increases. Participants should expect practical ideas for improving prospecting, learning, value creation, trust, and differentiation so the salesperson becomes part of the reason the customer chooses the company.

SKILL & OUTCOME DEVELOPMENT

Differentiate the salesperson and company in ways customers can recognize

Build learning and trusted-advisor relationships that create value

Challenge customers and opportunities with greater confidence

Shift selling from product-centered to customer-centered competitive advantage

TARGET AUDIENCE

Sales Directors & Mgrs, VPs

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