A question that often comes up during my workshops with sales teams is: What happens if the customer takes all the knowledge, unique insights, and advice we’ve given them in our offer – and goes to a competitor?
It’s called “free consulting”, and it’s a nightmare for many sales organizations. Why risk spending time and energy educating customers who then go to the competition?
The crucial challenge is that all the insights you provide to the customer, everything you teach them, must lead back to your unique strengths. But what exactly ARE your company’s unique strengths?
Many companies struggle to identify them, and customers have an even harder time perceiving them.
The question is not what your company is good at. That’s relatively easy to answer.
The difficult question is: What are you uniquely good at?
Your competitors are probably good at many things too. And when it comes to unique strengths, it’s not enough to say “fantastic people” or “exceptionally good quality” – because everyone says that! It simply doesn’t make you unique from a customer perspective.
The thought of not having any unique strengths can be scary. It stirs up a gnawing insecurity. That’s why we often avoid even thinking about it.
So raise this question at your next sales meeting; “We’re good at many things – but what are we UNIQUELY good at?” and let the discussion flow freely!
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