Strategies to Differentiate from the Competition

PROGRAM DESCRIPTION

Join Sales Assembly and Brian LaManna, Strategic Mid-Market Account Executive at Gong, as we hone in on Positioning as a skill.

This program serves as a strategic compass, guiding participants through innovative techniques to stand out in a crowded market, primarily focusing on positively influencing response rates and self-generated pipeline. Participants will delve into crafting compelling value propositions, personalized messaging, and unique selling propositions.

PROGRAM TAKEAWAYS

1. Differentiate your product/service by focusing on the areas that directly solve your prospect’s top priorities and challenges while also highlighting the unique capabilities that competitors cannot match. Avoid highlighting premium features that don’t address the prospect’s specific needs.
2. Structure your product demo in a “hook, line, and sinker” format. Start by framing the prospect’s #1 priority, then show how your differentiated solution directly solves that priority. Ask follow-up questions to validate the importance of solving that pain point.
3. When discussing competitors, avoid bashing them directly. Instead, use a “reverse complimenting” approach to positively position your value proposition as better suited for the prospect’s specific situation while acknowledging that competitors may be better suited for different scenarios.

GENERAL PROGRAM INFO

This module is part of the Skill Certification Program. The content of each module is designed and facilitated by the Thought Leader in collaboration with Sales Assembly. All Thought Leaders are guided and coached to tap into the foundational elements and strategies needed to develop the necessary proficiency to perform within the role in practice as part of the B2B Tech space. To earn your certification, you need to complete all required modules and fulfill participation requirements. Modules can be completed in any order and at your own pace, offering flexibility to fit your schedule.

*Certification Programs do not have an enforced order or limit on timeframe for completion.

ADDITIONAL INFO TO KNOW

This program is open to all employees of SA member companies. You must be logged into your account to RSVP for this program. If you need help logging in or need help setting up your account, please email lissie@salesassembly.com.

All registrants of this program comply with our Terms and Conditions.