Why Sales Teams Need To Differentiate
B2B sales have become increasingly competitive in recent years. According to HubSpot, 35% of salespeople feel that closing deals is becoming more difficult. This is due largely in part to a more competitive landscape where buyers’ attention is becoming shorter and more immune to traditional sales methods.
The average office worker receives about 121 emails a day, all promoting the same unique selling propositions that we’ve all received time and time again.
- Unrivaled customer service
- Single point of contact
- Comprehensive solution
- Single account management
These subject lines and many like them are more often ignored than not anymore; they’re too similar to offers or deals everyone has already heard many times before. According to Pardot, a whopping 79% of all marketing leads are never converted to sales, suggesting that qualified leads are not recognizing the unique selling propositions of companies or products. What’s more, the sheer number of emails received and promptly deleted from working professionals’ inboxes every day have decreased the likelihood of a genuine differentiator from reaching decision makers in the first place.
Of the many reasons that B2B buyers don’t make purchases, three can be addressed through better differentiation:
The buyer doesn’t see the value
The ultimate job of every sales representative is to make the customer understand the value proposition of a product or service. If the seller doesn’t convey a clear, differentiated value proposition, than there’s no reason for the buyer to make a purchase.
The buyer doesn’t understand what you’re offering
Conveying the value proposition is only part of the conversation; B2B sellers must make sure that the prospect understand both the product and how it provides to the proclaimed value that will help their business. Often, sales representatives are so close to their product or service that they take their understanding for granted. Clearly differentiating what the product is and how it will help a customer meet their business goals is crucial to winning their business.
The buyer doesn’t believe you
If a B2B seller relies solely on generic claims, the buyer is understandably going to be skeptical. After all, they’ve heard similar claims from other vendors before, so why give another product with the same pitch any thought? Authentically representing your company or product and differentiating it from the competition helps to create trust and convince the buyer of the product’s value.
Without a clear differentiation strategy in place, sales teams stand to become lost in the noise of multiple competitors in growingly crowded markets. Only by clearly and effectively setting themselves apart can B2B sales teams hope to win their customer’s business, let alone hold their attention.
Want to learn how to create your own sales differentiation strategy? Download our free ebook to start differentiating your sales efforts today!
Posted on August 15, 2017