Positioning with April Dunford

Harnessing the Power of Differentiated Value: How To Win Over Customers and Outperform Competitors

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Jun 29, 2023
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ANECDOTE

Janna Systems vs. Siebel Systems

  • Janna Systems, initially positioned as enterprise CRM, struggled against Siebel Systems.
  • Focusing on investment banks and their relationship-driven sales, Janna highlighted their unique feature, leading to an acquisition by Siebel.
INSIGHT

Customers Value Benefits, Not Features

  • Customers prioritize value over features, caring about the impact on their business.
  • Vendors must translate features into tangible business benefits, especially with innovative products.
INSIGHT

Differentiated Value Wins

  • In competitive B2B sales, differentiated value is crucial.
  • Highlight the unique value your product offers that competitors cannot replicate.
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