dif·fer·en·ti·a·tion
- To mark or show a difference in; contrasting element that distinguishes features
- To develop differential or distinguishing characteristics in
- To express the specific distinguishing quality of
There you have it. Merriam-Webster’s definition of differentiation. That seems like a good place to start.
Marketers (like me) always talk about differentiation, but the truth is, it’s not unique to marketing. Selling also can lay claim to it.
Marketing differentiates what is being sold.
Selling differentiates how it's being sold.
We typically think of differentiation in terms of organizations – what makes their product or service different from competitive offerings. But salespeople also need to differentiate themselves. What makes THEM different from everyone else who is selling a similar product or service?
How to differentiate?
- Deep knowledge. By knowing their company, their industry, what they are selling, and what the customer is truly seeking.
- Unique selling style. By creating a memorable style or approach. Something that will stand out as unique in the buyer’s mind.
- Superior communication skills. By communicating with clarity and empathy. Listening intently, asking insightful questions, and breaking complex ideas into simple terms.
- Consistent follow-through. By delivering on every promise made, from providing additional information to meeting deadlines. Standing out by standing up.
- Proactive problem-solving. By anticipating objections or challenges before they come up, and by always being one step ahead.
Differentiation isn’t just about what you sell. It’s about how you sell. Your unique approach, expertise, and commitment to your industry and customers will always set you apart from everyone else. By focusing on the how, you become a trusted advisor. A true partner. That’s the way you truly differentiate yourself and leave a lasting impact.