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
“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"
“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
“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'
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"
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
“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
“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"
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”
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®
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."
“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
“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)
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"
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 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
“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”)
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
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”
“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
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
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
One of my favorite hobbies is playing baseball with my kids. I’m very involved with their Little League teams and volunteer to help teach baseball skills to the kids. My 7-year old son, Steven, is playing his first year of coach-pitch baseball. Prior to that, he played T-ball which is a very different game.
One day at practice, I was pitching to the team of 7-year olds. Boy after boy came up to home plate and swung the bat as if it were a wet noodle. They picked up the bat, barely swung, and, as soon as they made contact with the ball, stopped swinging altogether. The ball dribbled a few feet in front of home plate and then the process began all over again. It wasn’t fun for the kids to play, and even more painful for parents to watch.
Having watched a few kids swing the bat like a piece of cooked linguini, I got an idea. I picked up the ball, walked over to the hitter, and asked what I was holding in my hand. The boy, looking puzzled, said, “It’s a ball, Coach!” He resisted all temptation to finish that statement with, “you dummy.” I contradicted, “No, it’s not! It’s a tomato. And the next time I throw the tomato over home plate, I want you to crush it with the bat. Crush the tomato!” A dastardly smile appeared on the boy’s face. He went back to home plate to hit again. Ball after ball sailed into the outfield as the boy crushed the tomato. And it wasn’t one boy. It was hitter after hitter crushing the tomato with a big grin on their face.
What changed? We didn’t teach hitting technique so they were not better-skilled hitters. We didn’t change their stance, nor did we alter their swing. It was the same group of kids with the same skill-level using the same old bat and ball. All of these factors were the same, but the results were drastically different.
What changed was a shift in the player’s mindset. That shift changed their performance. For one, the kids had a visual in mind when they were hitting. And, that visual was something fun. It also had a little naughty in it. Wouldn’t these kids get into trouble if they were crushing real tomatoes? Mom wouldn’t like the mess! This real-life story was really Motivation 101 at its core.
This same issue happens on sales teams every day. Sales people show up to work without really being there. They are there in body, but not in mind or spirit. They work the hours, collect a paycheck, and begin the process all over again. Whose fault is it that this culture exists in your company? In my mind, a leader is responsible for inspiring their team to perform. Their job is to inspire success! How many sales people on your team stop their swing as soon as they make contact with the ball? How many balls are sitting in the dirt a few feet from home plate?
There are three reasons why the strategy with the Little Leaguers worked.
1. The motivation was fun. Sure, technique is important, but that’s not the only ingredient of the success recipe. Successful teams have leaders that motivate the group to want to excel. The team relies on its leader to make work fun. Perspiration without inspiration leads to frustration. Inspired teams don’t even notice that they perspire.
2. They could visualize the metaphor. When I spoke with the kids, I didn’t toss out meaningless, trite expressions. “Win one for the Gipper” would not have worked with these kids. The tomato was a metaphor that created an image in their minds. I probably could have use a piñata and had the same effect. In either case, a picture was created in their mind that they could replicate.
3. They had a focus for their energy. As you can imagine, many of the fathers were bellowing at the kids; “Lift your elbow!” “Turn your foot.” “Move your hands.” None of those worked, just like yelling at workers to work harder doesn’t yield productivity improvement. The “crush the tomato” expression gave them one thing on which to focus. We just wanted them to swing the bat as hard as they could without directly telling them to do it. We wanted them to swing the bat because they wanted to, not because they were told to do it.
These same three ingredients can be used as a motivation recipe in the workplace.
• Pick a specific area of the business in which you desire an improvement in the results the sales team is producing.
• Create a fun program to inspire the team and create awareness of the issue.
• Develop visuals to promote the program.
One of the most rote sales functions is prospecting. Sales people, fundamentally, despise it, but every sales person needs to do it to be successful. Sales managers have an opportunity to reduce this pain and make the exercise fun. For example, create a team prospecting time where everyone makes calls at the same time. Have prizes for, not only the best results, but also the funniest story about a prospecting experience. Every sales person has one of those, if not a bunch of them.
Years ago, I managed a lead generation channel that was underperforming. Yelling at the partners was not a prudent strategy. So, to get them up to snuff, I created a mock, fantasy football league where the channel partners played against one another each week. Points were awarded for different lead types and standings were kept for the season, and more importantly shared amongst the channel partners. They quickly forgot about lead generation and became focused on winning the championship. Needless to say, very quickly, we were drowning in qualified leads.
Leadership, at its core, is about motivating a team to perform at levels they never dreamed possible. You see it in sports every day. The team that wins the championship isn’t necessarily as skilled as the others, but they are driven to achieve. Get creative and inspire your team to crush the tomato!