Telling Your Differentiation Story: People, Product and Process

PROGRAM DESCRIPTION

Join Sales Assembly and Mark Smyth for Telling Your Differentiation Story: People, Product & Process, part of the Value Articulation certification.

This module helps sellers develop a compelling narrative around what sets their organization apart. Participants learn how to articulate competitive advantages across their team, technology, and methodology, and how to tailor that message to specific prospect concerns.

WHAT YOU’LL WALK AWAY WITH

• A three-part differentiation story: their world, the tension in the way, then how your people, product and process resolve it.
• Claims into transformations: if a competitor can say the same thing, it isn’t a differentiator yet.
• Write your Frodo: one sentence from the painful “from” to a better “to” that only you deliver.
• Open with pattern recognition: “What we’re seeing across [role or industry] is…” before you mention your company.
• Under 30 seconds: a three-sentence story that opens a deeper conversation, not a product demo.
• A learner takeaway guide with two exercises for that week and ready-to-use AI prompts.

FROM A PREVIOUS SESSION

115 attended ◦ 4.55/5 average rating

“Really great presentation that provides a powerful framework to tell our differentiation story.” Business Development Manager

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.