Salespeople worry about differentiating their product or service from that of the competition. Meanwhile, they use the same Me-centered sales process they all use. They superficially discover the need and then start talking about the things they think will differentiate their product. However, the best way to differentiate yourself is to focus on the prospect and really drill down into not only what they say they need, but why they need it. In other words, what pain do they have and what is the real issue they are trying to solve or that they worry about. The fact is that you tell more about what you know by the questions you ask than by the statements you make. So, ask questions your competition does not ask, dig deeper, challenge the prospects assumptions (gently) and they will see you as someone who is different than all the rest. Isn’t that what differentiation is all about?
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