“I find many salespeople forget that they have an opportunity to stand-out from the competition in the way they sell so instead they fight to win sales on price. Lee’s book will help ensure that doesn’t happen to you.”
— Brandon Steiner, CEO and founder of Steiner Sports Marketing
Fantastic and strategic
“In a sea of businesses and salespeople competing in the same spaces for the same dollars, being different is the only way to get an edge on your competition. Lee Salz has penned a fantastic and strategic book that gives salespeople the formula to do just that. Simply put, this book is not only incredibly useful, it’s different.”
— Ken Kupchik, author of The Sales Survival Handbook and creator of Sales Humor
Refer my clients
“Lee Salz is the E. F. Hutton of customer acquisition. When Lee speaks, you should listen. In an over-crowded, over supplied world, Lee’s insights into differentiating yourself by how you sell ring fresh and true. I regularly refer my clients to Lee and wait for the accolades to come streaming in – which they always do. Lee Salz’s methods are practical and they work!”
— Bill Mills, CEO, Executive Group, Inc.
Comprehensive and compelling
“Everyone agrees that sales differentiation is a good thing, but no one has ever explained exactly what, why and how to truly become differentiated. Until now. Sales Differentiation is a comprehensive and compelling look at an often-overlooked strategy for sales success.”
— Deb Calvert, author, Stop Selling & Start Leading and DISCOVER Questions®
Detailing multiple strategies
“Finally, a definitive approach on what it means to differentiate yourself and what you sell. Lee Salz has done a masterful job of detailing multiple strategies you can use now to genuinely set yourself apart in the eyes of your customers. The value in the book is in his examples, which allow you to understand what you need to do to create a sales differential your customers will notice and, more importantly, pay for! This isn’t a book to simply read. It’s a book to read and apply. You won’t regret it!”
— Mark Hunter, CSP, “The Sales Hunter,” author of “High-Profit Prospecting”
“As I’ve traveled around the world over the past several years working with companies and their salespeople, I’ve been amazed to find that they do not know, and cannot articulate, their competitive advantage! How can a company or salesperson expect prospects and customers to give their time and attention if they do not understand,clearly and concisely, what that company can do for them that no one else can do? So, how can you demonstrate your competitive advantage? Buy Sales Differentiation by Lee Salz, read it page by page, implement its 19 strategies and you will then be able to set yourself apart from your competition and clearly show your customers what your company can do for them that no one else can do.”
— Dr. Tony Alessandra, author of "Collaborative Selling: How to Gain the Competitive Advantage in Sales"
“Lee Salz has written a different sales book about how YOU can be a different sales professional to help you sell more. It’s a common trap that a lot of salespeople fall into, all saying the same things, trying the same strategies and selling in the same way. The problem is that doesn’t often work and it’s usually those who do it differently that win. This book is brilliantly written and talks you through how you make WHAT you sell different and the WAY you sell different to win more deals. I’ve read a lot of sales books over the years, but none have given such a great process that I know I’ll be able to use straight away.”
— Daniel Disney, Founder of The Daily Sales and Leading Social Selling Trainer
“Finally a book that addresses differentiation in a step by step manner that allows salespeople to apply what they learn, immediately. The practical easy to read format and examples to drive the point home are exceptional. Get this book in the hands of every salesperson you know.”
— Alice Heiman, Founder and CSO at Alice Heiman, LLC
“Lee Salz says it’s not just what you sell, but how you sell it. His 19 sales differentiation strategies are a surefire way to drive profitable sales.”
— Harvey Mackay, author of the #1 New York Times bestseller 'Swim with The Sharks Without Being Eaten Alive'
Compel your dream
“If you want to compel your dream clients to change, you have to be different in a way that makes a difference. Lee Salz has written a comprehensive guide to differentiating your offering in a crowded, me-too marketplace. More importantly, this book will help you do the critical work of differentiating yourself!”
— Anthony Iannarino, Author of "Eat Their Lunch: Winning Clients Away from Your Competitors"
“In Sales Differentiation, Lee delivers a fine addition to his line of outstanding sales reference tools. It’s straight forward, packed full of real world examples, and presented in a fresh unique way as only Lee can. He not only addresses many common sales myths and barriers but provides examples and detailed processes to help you differentiate your products and services in a way that will catch a buyer’s attention.”
— Larry Reeves, CEO, American Association of Inside Sales Professionals (“AA-ISP”)
Filled with dozens
“Filled with dozens of proven concepts as well as highly-relatable stories, this book shows that salespeople who differentiate themselves not only win more deals, but they also win at higher margins. It is a brilliant and practical how-to guide for salespeople at every level. If you want to escape the high penalty that comes from the buyer’s perception of sameness, this book is your key to success.”
— Gerhard Gschwandtner, CEO, Selling Power magazine
Deals at the prices
“Lee Salz’s sales differentiation strategies are just what you need to stand out in a crowded market, create more meaningful conversations, and close more deals at the prices you want.”
— Jill Konrath, author of "More Sales Less Time" and "SNAP Selling"
Implementing the concepts
“I. Love. Everything. About. This. Book. Lee Salz not only powerfully describes why DIFFERENTIATION is so critical, but he shows you exactly how to differentiate yourself, your sales approach, and your messaging. Implementing the concepts in Sales Differentiation will get you more meetings with the right buyers, elevate how they view you and your solution, and help you close more business.”
— Mike Weinberg - author of the "New Sales. Simplified." and "Sales Management. Simplified."
World sales success
“Here’s the path to no longer hear the price objection ever again, as well as rendering your competitors as irrelevant. Lee Salz, in Sales Differentiation, shares his decades of real world sales success so all can now reap the rewards. Don’t read this book – DEVOUR it!”
— Jack Daly, CEO / Entrepreneur / Coach and Best Selling Business Author
“Salespeople know that differentiation is a best practice but have been left to their own devices to figure out how to do it… until now. Sales Differentiation presents strategies that salespeople can quickly put into practice.”
— Verne Harnish, founder Entrepreneurs’ Organization (EO) and author of Scaling Up (Rockefeller Habits 2.0)
Opening doors to winning
“Sales Differentiation shows how salespeople are more important than ever in terms of adding value and differentiating their product or service from the competition. The concepts presented by Lee Salz will help you in every phase of the sales process – from opening doors to winning deals at the prices you want. Make sure you have a pen, paper, and highlighter in hand when you read this book.”
— Paul Nolan, Editor, Sales & Marketing Management magazine
“Sales Differentiation is filled with great examples that are perfect for both beginning salespeople looking to develop their skills and experienced salespeople seeking to take their sales results to the next level!”
— Dawn Deeter, Ph.D., director, Kansas State University National Strategic Selling Institute
Simple and effective
“Sales Differentiation is full of ideas that will immediately help you win more business. For example, Lee’s Sales Crime Theory – do your investigating before you make the sales call – is so simple and effective yet a large majority of sales executives think that doing one’s homework is finding a phone number or at best, visiting a prospect’s website. Lee gives you easy-to-implement ideas that will ensure you are relevant, that give you permission to ask challenging questions, that give you an edge in negotiations, and that separate you from just about every salesperson in every sales call, every time.”
— Sam Richter, World’s Leading Expert on Sales Intelligence and CEO SBR Worldwide / Know More
Actionable and easy
“In a sales world with so much noise, Lee’s book stands out just like his teachings. It’s actionable and easy to read, made for any level of sales professional.”
— Max Altschuler, Max Altschuler, CEO Sales Hacker & Author of "Hacking Sales"
“A treasure chest of practical, tactical, and doable ways to differentiate yourself from the competition! Read it… Use it!”
— Anthony Parinello, author of "Selling to VITO, The Very Important Top Officer"
“When I was creating the Rainforest Café, I sought to create a differentiated diner experience. In Sales Differentiation, Lee Salz provides you with the strategies to create a differentiated experience for your clientele. I highly recommend it for anyone in sales.”
— Steven Schussler, creator and founder of Rainforest Cafe, T-REX, Yak & Yeti and The Boathouse all featured at Walt Disney World in Orlando, FL
Entertaining writing style
“In today’s sales environment where buyers are subjected to more sales ‘noise’ than ever, Sales Differentiation is a must-read (and must-implement) for any salesperson who wants to stand out and excel. With Lee’s engaging, entertaining writing style, peppered with numerous stories and examples, you’ll find yourself reading the book quickly. But, you’ll want to go through it again several times to absorb, highlight, and write down the many valuable how-to’s to use on your own calls.”
— Art Sobczak, Author of “Smart Calling”
You woke up this morning and decided that today is the day to get sales training for your team. But what is driving that decision? What makes you think you really need sales training? Before setting out to find a sales trainer, the next best step may be to assess the sales team since there are a lot of options out there. Do they meet your profile for your ideal salesperson? If not, training becomes secondary to finding sales talent that meets your needs.
With the right sales people onboard, there are five keys to making a sales training decision.
1. Trainer Type. The spectrum of sales trainers is very broad. At one end of the spectrum is the motivational speaker. These are folks that excite the troops, but provide few actionable tools. The team walks away feeling great, but there needs to be a clearly-defined sales process in place for this to be an effective venture. This type of trainer makes sense for companies with morale issues or if the organization has undergone significant change.
In the middle of the spectrum are those trainers who have some personality flavor and present a comprehensive sales methodology. These engagements are ideal for companies that do not have a selling system and are also trying to bring energy and focus to their sales team.
At the other end of the spectrum is the sales skill trainer. Oftentimes, the trainers in the middle of the spectrum can deliver this type of training as well. These trainers focus on specific areas of the buying process and work on skill development with the team. These are not “rah-rah” sessions, but are usually structured as workshops. From these sessions, the salespeople walk away with actionable tools that they can implement into their selling system. This type of trainer is beneficial in support of a new corporate strategy, with newer salespeople, or to tackle problem areas in the buying process.
2. Expectation Setting. The key to success in any relationship is defining the realistic expectations upfront with the trainer. The operative word here is realistic. Going into the engagement thinking that one day of sales training will help your team double their sales in the next month is unrealistic. While working with the trainer, objectives should be established that allow for a measurement of success.
Sometimes, the sales training initiative is driven by the C-suite (CEO, etc) which can create a feeling of uncertainty for the sales management team. Engaging the sales management team in the scope of the training is a key to a successful engagement. Leaving them out will make them resist the program. If they resist the program, so will the salespeople.
Expectation setting is also important for participants. Unlike many other professional occupations, sales training is not often greeted by the team with open arms. Tell an IT professional that you are sending them for additional skill training and he jumps for joy. Not the case with most salespeople. Since many are type “A” personalities, there is a feeling of “knowing it all.” Thus, it is important to work with the sales training participants to ensure their needs and goals are heard and incorporated into the program.
3. Area of Focus. The keyword word here is focus. If the training need is specific, the session(s) needs to zoom-in on the specific areas of the buying process that need improvement. An oxymoron is to say that the training is going to focus on the entire process from prospect to contract award. This isn’t focus, it’s everything! Sometimes a consulting engagement is needed prior to the training to help identify the right area(s) of focus for the training. If there is a need to train the team on the entire process, the training time and approach should be adjusted to accommodate for it.
One of the other important reasons for the concentrated focus is that adult learning is very different from child learning. For one, it is well-documented that adults cannot absorb as much information, nor as fast, as children can. The training needs to be structured in a way that accommodates for that style. In addition, salespeople are not individuals who can sit for a long period of time in a lecture. These are movers and shakers…they want to be out selling. How will the trainer engage the team while teaching them new skills?
4. Reinforcement Plans. Thinking back to high school science class, there is an experiment where the fire from a Bunsen burner is applied to water. The purpose of the experiment is to show what happens when heat is applied to atoms. The experiment shows that the atoms get excited and bounce off the walls while the heat is applied. Once the heat is removed, the atoms move back to a static state.
One of the worst things that can happen following sales training is that the team walks away excited but doesn’t know how to implement the tools. They are like “heated atoms”, but quickly return to the static state due to a lack of reinforcement of the program. If the company and sales management are not committed to a follow-up program that reinforces the training, the dollars invested become wasted. If the issue is resources, some trainers offer follow-up programs.
5. Budget. One of the biggest disconnects in procuring sales training is price. A President will say to the trainer that the objective of the training program is to help the sales team effectively sell high value/high price products. The company positions itself at the top of the market from a price perspective. When it comes to contracting for sales training, price becomes the main issue. Wait a minute! High value must meet high value. If you don’t want your prospects buying based on price, don’t short change your sales team that is tasked with accomplishing that goal.
One of the great questions to ask yourself as you look to buy sales training is how many new sales does the team need to make to cover the cost of the investment.
Sales training is a great investment for a business if done prudently. Consider these five points and you are well on your way to a successful engagement.