The Audible-Ready Sales Podcast Differentiation
Jun 10, 2025
Join sales leader John Kaplan as he shares valuable insights on differentiating solutions that align with buyers' needs. Discover the critical role of unique, comparative, and holistic differentiation in securing customer commitment. Kaplan discusses effective customer discovery techniques, including 'trap-setting questions,' to uncover pain points. He also emphasizes the importance of strategic timing when communicating differentiation and how to navigate objections in sales conversations to focus on real value. This chat is a must-listen for anyone looking to boost their sales success.
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Avoid Early Differentiation Pitfalls
- Reps often fail because they don't make differentiation meaningful to buyers or set it up properly in conversation.
- Avoid revealing your differentiation too early and ensure you're well-armed with company knowledge.
Types of Differentiation
- Differentiation falls into unique, comparative, and holistic categories with unique having the highest impact.
- Unique differentiation wins deals if customer requires it, but gets copied over time, making comparative differentiation crucial.
Use Discovery To Set Traps
- Start with solid discovery to uncover customer outcomes and required capabilities before positioning differentiation.
- Use trap-setting discovery questions to have the customer reveal problems aligned to your differentiators.