The founder and CEO of leading sales strategy consulting firm Sales Architects teaches business owners, executives, and salespeople how to win more deals at the prices they want by creating differentiation in the sales process.

In a sea of similar products, undercutting competitors is sometimes the easiest way to make a sale. But in the long run, it lowers earnings for you and your company.

To win deals at the prices you want, the most effective strategy is differentiation. What makes your product or service stand out Why should someone buy from you

Sales Differentiation delivers a step-by-step process for selling meaningful value—the kind people don’t mind paying for. From product customization to how you structure contracts to the way that you sell, dozens of factors provide the competitive edge that justifies your price point. This bookhelps you locate and articulate that edge, including how to:

• Identify relevant and compelling differentiators
• Personalize the sales experience for the buyer
• Ask questions that move the deal forward
• Make the RFP work for you
• Shape decision criteria
• Turn references into potent sales tools
• Position yourself as the go-to expert

Average salespeople say their offerings are the “best.” Successful salespeople sell what sets theirs apart.