Remove blog your-sales-approach-as-a-competitive-advantage
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The Critical Shift to Competing by Creating Value

Iannarino

The Gist: Early legacy approaches to sales leveraged external factors to create a competitive advantage. Eventually, these approaches settled on “solutions” as the main advantage. Over time, some factors that we believed offered a competitive advantage have lost their power.

Clients 345
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Seeking Unfair Advantages

Iannarino

The Gist: Sales is a competition, a contest with a single winner and multiple losers. In a zero-sum game, you need to create a competitive advantage. How you sell—not what you sell or who you work for—is your most important competitive advantage. Or better still, several unfair advantages.

Gaming 309
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How to Become Your Client’s Competitive Advantage

Iannarino

You must provide your prospective clients with the ability to improve their results. Working to be your client’s competitive advantage is the surest and truest path to winning deals. Instead, the best and fastest way to win a client’s business is to use your insight and expertise to create value for them.

Contact 229
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What It Means When You Trash Your Competition

Iannarino

The Gist: There is never a reason to trash your competition. The more mature your contact, the more you’ll alienate them by focusing on your competitor. You best approach to differentiating yourself from your competition is enriching the sales conversation. You need to make sales.

Cold Call 306
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The Fight In The Dog

Iannarino

The Gist: It is natural to believe that a larger competitor has certain advantages. The advantages of size don’t create any value within the sales conversation. Your power has less to do with the size of your company and more to do with the value your approach creates for your prospective clients.

Clients 233
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Trade Value, Not Intrigue: A Better Approach to Sales Competition

Iannarino

This approach is problematic because it implies that you’ll share confidential information that will somehow benefit your prospective client, making you untrustworthy. A better approach is to speak about your experience in your prospective client’s industry, something that shows both your expertise and your integrity.

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Conversation Beats Automation

Iannarino

Use automation only when your outcome doesn’t require creating value. Whenever your competitors reduce something to a transaction, you can create an immediate competitive advantage by treating it as something more. There isn’t a great reason to write checks to pay your bills. Turning Automation Upside-Down.