Strategies to Differentiate from the Competition

PROGRAM DESCRIPTION

Join Sales Assembly and Emily Leu for Strategies to Differentiate from the Competition, part of the Positioning certification.

This program focuses on crafting messages that make solutions stand out in competitive markets. Participants learn to compare against alternatives without negative selling and highlight unique advantages in people, product, and process. The emphasis is on creating distinction that resonates with buyers and reinforces why your solution wins.

WHAT YOU’LL WALK AWAY WITH

• The trade-off formula: situation, two real paths, what each costs, then a recommendation tied to their priorities.
• Stop making claims: “we’re better because” turns into noise. Buyers want help defending a decision.
• Narrow on purpose: good differentiation should make some prospects think “that’s not for me.”
• Questions that surface the real trade-off: ask what would make this decision feel risky internally.
• Status quo counts as a competitor: run a trade-off audit on a live deal, including the option to do nothing.
• A learner takeaway guide with two exercises to run on a live deal that week.

FROM A PREVIOUS SESSION

92 attended ◦ 4.93/5 average rating

“Liked the framing – simple and memorable to implement.” Director of Frontline Engagement

Watch a clip from the last session

ADDITIONAL INFO TO KNOW

This program was built in collaboration with one of our Executives-in-Residence. To earn the certification, complete all required live programs (in any order) and be live on Zoom for at least 40 minutes of each. The program is open to all employees of Sales Assembly member companies who are logged in to their account (for help, email support@salesassembly.com), and all registrants comply with our Terms and Conditions.