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
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
“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
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"
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."
“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"
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
“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
“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
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"
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
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”
“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
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”
“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'
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"
“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)
“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”)
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.
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
“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
As the economy has made sales competition fierce, companies have heavily focused on the sales process. Many, for the first time, are clearly defining all of the critical steps for their sales team. Some are even taking this to the level of providing detailed scripts that are to be followed to the letter by every sales rep.
It’s as if they are taking all of the thought out of selling so it’s like the robotic arms on assembly lines. Every time a sales process begins, every step is followed identically by the sales representative. Eureka! A sale with zero defects comes out the other side just like the prior ones.
This isn’t bashing a documented process. As a matter of fact, I’m a huge proponent of having a defined sales process (I refer to it as a buying process, but that is the subject of a future article.), but I am also a firm believer in the importance of the personal side of selling. You’ve probably heard before that companies don’t buy anything…people do. People don’t like dealing with robots that don’t think, don’t care, and are inflexible. If you aren’t careful, when you define your sales process, you could be creating an ineffective sales team that has adopted robotic selling.
Recently, I was asked to consult with a boutique travel agency. This agency dealt exclusively with five-figure voyages. Yet, they still faced stiff competition. I met with the CEO to try to ascertain what was missing as he was frustrated with the performance of his sales team.
He was puzzled to say the least. He showed me his detailed sales process, but the success was not there. He showed me the documented goals for the first call with a prospective traveler. Every sales rep on the team knew their objectives like the back of their hand. There were flow-charts and diagrams and training for the reps. Each one was tested on their proficiency of the process. Success is imminent, isn’t it?
I asked the CEO to role play with me, with him as the prospective traveler calling in about a trip and how that call would begin.
“Hi, I’m interested in talking with someone about a cruise that I’m thinking of taking…”
The CEO responded, “OK. Where were you planning to go? Did you have a preferred cruise line? Did you have a budget in mind for your trip?”
I interrupted and the CEO looked perplexed. He said confidently, “See, we have a clearly defined approach for handling a needs analysis discussion on the first call. We get the information we need to help our prospective clients with their venture. I still don’t understand why our team is not more effective.”
I asked if we could try the role play again, but flip the roles, to which the CEO acquiesced.
The CEO started… “Hi, I’m interested in talking with someone about a cruise that I’m thinking of taking…”
My response… “How fantastic! Cruises are so much fun. The food, the music, the service…it’s great! Have you taken one before?”
Just like in the cartoons, a light-bulb appeared over the CEO’s head. He got it. His process wasn’t flawed and the information requested by his team during the needs analysis was perfectly appropriate. What was missing was the personal side, the personal touch. Eventually, I would have asked the needs analysis questions that the CEO had documented, but I guarantee that I would have received more information as I had developed a bond.
Study after study has shown that people buy based on emotion and justify their decision with logic. Robotic selling removes all of the emotion from the process making sales people ineffective. Think about the caller in this scenario…how excited they must be to be planning a significant vacation. They are looking to work with someone who shares that joy, that passion. They want to work with someone who they feel understands them and what they are going through. In the role play, the CEO quelled all of my excitement for the trip…like the fireman’s hose putting out the fire. He was such a dud that I may have decided to paint my house instead of taking the trip…a total downer.
This change of approach with their clients had a number of benefits. Their prospective clients bonded more quickly with the agent and shared more information. The agents also cited that prospects said that they sounded different (positively) than other agencies. Differentiation is always a big winner in sales. Their success rate tripled! Interestingly, the agents said that now they were getting calls after the trip from their clients to share the experiences. And, referrals soared!
So, now you think this was just a cute sales tactic. Wrong! An entire cultural shift was needed to make the process personal. At the outset, the prospective traveler wanted someone to share passion. As they moved through the process, there were other personal needs. For example, they wanted to know that someone cared that their trip went exactly as it was planned. And, when things go wrong, which something usually will when traveling, that there is someone who will do everything in their power to get it right.
Define your sales process so you know what to do at every step, but don’t adopt robotic selling and lose your personal touch. It’s the personal touch that differentiates and makes people want to buy from you.
Need help developing a personal touch strategy for your prospect? Get my FREE Buying Player Worksheet!