The OneUp Approach to Differentiation

There is a lot of talk about differentiation in sales, and almost every sales organization pursues sales in the same way, often having the exact same order to ensure there is no meaningful differentiation. The marketing folks will tell you to differentiate by sharing how your company is different, and the product folks will insist you differentiate your “solution”—a word that inflates your product or service by making it the answer to your client’s problem.

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