Business Opportunities Weblog

November 5, 2005 by Dane Carlson | 3 Comments

Business Week:

Businesses can be like teenagers — they want to simultaneously fit in and stand out. When I consult with clients that naturally stand out, because they sell something really unique, they complain that their prospective customers aren’t clear on exactly what they sell. On the other hand, when I consult with clients that fit in, because they sell something common, they grumble that it’s hard to differentiate their businesses from the competition.

It’s like the grass is always greener on the other side of the sales fence. However, to be successful, you need to market your own yard. Rather than bemoaning the advantages of having something different to sell, both situations can benefit from taking a page out of the other side’s playbook.

For those sales reps who have unusual offerings — like golf tournament consulting services or a medical data-collection system using headsets and the Web — it’s a challenge to show the value of your proposition when the customer doesn’t get why they need something that does X but not Y.

via Way to Grow.

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Tags: Marketing, Sales