Many of your competitors are singing out of the same songbook. And there’s a chance you might be joining the sound of their familiar chorus. In a world where 86% of the value propositions salespeople present are missing their mark*, you’ve got to differentiate your sales message to survive. Here’s a quick self-assessment to find out whether or not you’re singing in the Competitors Chorus.
Does your B2B sales message include any of the following key selling points?
- “We’re a global leader”
- “We offer a fully comprehensive solution”
- “Our people are our greatest strength”
- “We deliver world-class, innovative solutions”
- “We stand for excellent customer service”
- “We’re focused on delivering results”
- “We’re your trusted business partner, not just another vendor”
- “We take a strategic approach”
- “We provide a full range of end-to-end capabilities”
- “We have a proven, proprietary process/methodology”
- “For over X years, we’ve been a trusted provider…”
- “We have an unwavering commitment to our clients”
- “We’re an industry leader”
- “With over X thousand employees, and offices around the country, we…”
- “We bring deep, unmatched expertise across a wide range of industries”
- “We’re committed to excellence”
- “Our proven track record of success includes many Fortune 500 clients”
Did you pass your audition?
If these phrases sound like your current pitch in sales presentations, sales conversations, or on your website – you’re singing along to the all-too-familiar tune of the Competitors Chorus. While these common selling points may be true of your company, they’re the wrong place to look if you want to find a differentiated sales message. It’s uncanny how often these selling points show up in B2B sales messaging – across a range of industries and company sizes.
How do you move away from the me-too sales messaging of your competitors?
It’s all about uncovering the true you. To create a more compelling sales message, start by drilling deeper into why your company exists. Talk with your customers and employees for fresh insights. Identify how you’re changing your customer’s world. Discover your “Cause” (core purpose / calling / rally cry), and use that to frame the conversations you’re having with prospects and customers.
So, what’s the one thing you want to be remembered for?
Your Cause is where you plant your stake in the ground, and it’s the one thing that sets you apart from the competition. A compelling Cause – authentic to who you are as a company – will give you a more creative, meaningful way to speak about everything you do.
Don’t feel pressured by the noisy chorus of competitors all saying the same things. Sing your own song. And you’ll be surprised at the ears that perk up and start listening.
*According to a study by CSO Insights