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"
“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
“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"
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”
“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"
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
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
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"
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"
“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
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®
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
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”
“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
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
“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
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.
“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'
“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)
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."
“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”)
The compensation plan changed again. The revolving door of company executives spins out of control. You look at the corporate direction and you’d like to give the CEO a compass so he can find his way. Concerned, you’ve decided that today is the day that you will peek your head over the cubicle wall and see what other opportunities are out there. After all, you’ve been successful. No need to go down with the ship.
The morning you wake up with the inspiration to begin a job search is a little scary. There is the factor of the unknown. Yet, you pushed yourself outside of your comfort zone to open the doors to new opportunity. It’s been a while since you last looked for a new sales home. How do you go from where you are today to a new, fresh opportunity?
Know what you want. In sales, you often work with the profile of your ideal client. The same applies when looking for a job. You need to know what the ideal fit is for your sales pedigree. If you don’t know what you are looking for, how will you know when you find it? This introspective exercise is the subject of another article of mine titled, “Finding the Right Home For Your Sales Skills.” That article walks you through the exercise of defining your ideal sales role. Don’t go another step in the process until you have read that article.
Develop your marketing tools. Marketing tools? Yes, that is what a cover letter and resume are all about. When you think of marketing, you also think of messaging. Many forget this when they develop their cover letter and resume. However, these marketing tools communicate a message, a story. The key is to make sure they convey the story you intend.
While the easy thing to do is to create one cover letter and one resume, it is not the most effective way to pursue a new job. As someone who has screened thousands of these documents from sales candidates, I can share with you a little nugget of insight. Hiring managers ask themselves a simple question when they first peruse your cover letter and resume. “Do they want my job or just a job?” We know when you are mass emailing your marketing tools just like prospects know when you mass email them.
In sales, you are taught to make sure your message matches your audience. Sales is not taught as a one-size-fits-all, but rather a template that is adjusted to match the need and circumstance. When prospects feel that they are the sales call of the day, they don’t respond. The same applies to hiring managers. Hiring managers are looking to hire people that want to work in their organization. They can feel when someone just wants a job, not necessarily theirs. Thus, when they get that feeling, your candidacy for the job goes into the trash.
The cover letter is one of the first ways it becomes obvious that you are treating this as a mass event. The sales person applies for a specific job, but the cover letter communicates a message that says they want a different job. It is not intentional on the part of the sales person. After all, they paid a copywriter a thousand dollars to create this masterpiece. Copywriters are very helpful to those in need of assistance in creating the story of their background. However, the effective cover letter recipe has three ingredients to it, making it somewhat difficult for the copywriter to unilaterally assist you.
- Share what you know about the company. Hiring managers want to see that you have at least done a little research about them. This is easily done by visiting their website, performing an online search, and studying them on Hoover’s.
- Present your relevant qualifications/accomplishments. The keyword here is “relevant.” We’ve all done a lot of things in our lives. Pick the ones that you feel are most relevant to the reader based on what you read when you researched the company. You can also ascertain this from the job posting.
- Show the synergy between the opportunity and your background. Connect the dots for the reader. If the company is looking for a sales person that has developed a new territory and you are an expert at doing that, make sure the message comes out in the cover letter. Don’t expect the reader to see the synergy. You need to map it out just like you do for sales prospects. When presenting the synergies, use their language. If they call the position “a hunter,” refer to yourself as one. If they call bringing in new accounts as “territory development,” you are in expert in territory development, not hunting.
When the objective, isn’t the objective. The same holds true for the resume. Many sales people write an objective at the top of their resume. Yet, they fail to adjust the title based on the position for which they are applying. My favorite is when someone writes as an objective, “To get a sales or sales management position.” I can assure you that approach is a guaranteed way to get yourself removed from consideration in an instant. Those are two completely different jobs. “I want to be a pitcher or the manager of the team. It doesn’t matter to me.” Again, I just heard you want a job, not necessarily my job.
What you’ve done. The resume is an extension of the cover letter. The message should be the same. Highlight the results and areas of expertise that are most relevant to this opportunity. I’m not suggesting that you leave certain jobs or employment off your resume. However, package each one as best as you can to convey the synergy between you and the company.
From the job posting, you can usually infer what is most important to the sales manager. Those usually can be found in the section of the job description that highlights the candidate requirements for the job. Include bulleted descriptions and statistics that map back to those elements.
While the work to customize these marketing tools may seem huge and painful, it really isn’t. Earlier, I mentioned that you should start the search process by identifying the right home for your sales skills. The reason for that recommendation was to give focus to your search. It allows you to laser-in on those opportunities that best match you. Thus, isn’t it worth the time investment to customize your marketing tools for those job prospects that are best suited for you? Wouldn’t you do the same thing in pursuit of a major prospect? I certainly hope so.