Featured In: Journal of Sales Transformation
Professional sales and the “differentiation conundrum”

How salespeople can make a difference in helping their organisation stand-out from competitors, in ways that resonate with customers.

When customers find it hard to choose between one supplier and another, sales suffer – demonstrated by the fact that only 57% of sales reps are making their quota (All that Glitters is Not Gold, CSO Insights 2019). So, why is this “sameness” epidemic happening? how you can tell if your organization is differentiated? and what you can do to stand out from a sales perspective?

Seven key factors lead to sameness. We recently interviewed and surveyed senior sales, marketing and business leaders to find out why they believe differentiation is hard to achieve. Based on their feedback, we discovered that there are seven key factors that lead to sameness.

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