When I introduce the subject of differentiation to salespeople, they immediately point their fingers at their employers.
“It is their job to create a differentiated product for us to sell,” they’ll say.
In their minds, differentiation is entirely the responsibility of the company.
Certainly, a company has a responsibility to create a differentiated offering that justifies the pricing they’ve assigned to it. What salespeople fail to realize is that they have a tremendous opportunity to differentiate themselves beyond the features and functions of the products they sell.