Unique Capabilities

When your buyers are contemplating which vendor best meets their needs, do you want to be lumped together with all of the other vendors that are competing for their business, OR would you like to be viewed as a provider of unique capabilities that they must have in order to: 1. achieve a goal, 2. solve a problem, and 3. satisfy a need?

If you haven’t already done so:

  • Make a list of those features/functions that are unique to your offering. What are those things that your offering alone can provide?
  • Determine in advance how you will introduce them into your sales conversation (by using plausible emergency questions).
  • During your conversations, determine how your buyer operates today without your offering’s unique capabilities, and determine what the value would be to the organization if they were in possession of those capabilities today.

Buyers are taught to position every product as a commodity, something they can obtain from any comparable vendor as a tactic to get a lower price. If you can leverage your unique capabilities, you can:

  • Begin to differentiate your offering from your competitor’s offering
  • Eliminate potential competition
  • Prevent yourself from being treated like a commodity
  • Arm yourself with a legitimate business reason not to agree to a request for a discount

–Gary Walker, EVP of Channel Sales & Operations, CustomerCentric Selling®

Frank Visgatis

As co-founder, President & Chief Operating Officer of CustomerCentric Systems®, LLC and co-author of the CustomerCentric Selling® sales methodology, Frank Visgatis drives the overall direction and strategy for CustomerCentric Systems®, LLC, leveraging 20 years of leadership experience. Visgatis knows how to conceptualize and execute a new business strategy into a winning company. He has done it numerous times - from co-founding a thriving commercial and residential real estate holding company to transforming a private consulting practice into one of the most successful sales training providers in the country. His ability to identify trends and changes in the sales ecosystem has helped improve the dynamic of interaction between sellers and buyers through the development of CustomerCentric Selling® and Sales Ready Messaging®. Visgatis' vision has propelled CustomerCentric Systems®, LLC as one of the industry's top providers of sales process consulting, sales training and Sales Ready Messaging®.

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