The ABC's of Selling - D

D - Differentiation

After the client deterines the "Why Buy?" question, then the next question in the sales process becomes "Why Us?". Differentiating your solution and company in a professional manner is an essential skill and part of any complex sales process.

There are different types of differentiation:

Absolute - we got it; they ain't got it.

Relative - we both have it, but ours is better because... (faster newer, older, easier to use, more experience, lasts longer, easier to get...