Differentiating Yourself

The goal is to move up the value chain to become a strategic adviser to your customer

Whether you're selling computer support, pharmaceuticals, or lighting supplies, chances are that your competitors offer similar products at equal or better prices with identical backup. You need to do everything to set your product apart form the others, and there is no better way to differentiate your company than through your approach to your customer.

To be a success in sales, you should constantly ask yourself what you can do to add value to the client relationship. If all you do is facilitate the supply of products and services, you are not adding value -- just reacting. Even when you provide solutions to known problems, you are still in reactive mode and are not adding much value. This begins only when you help the customer to determine their needs.

The goal is to move up the value chain to become a strategic adviser to your customer -- someone the customer calls for guidance, ideas, perspective, insights, and quite simply help. Once you rise to that level with a customer, your position is rock solid.

ACTION POINT: Constantly see ways to add value and solidify your position with your customer.