Differentiate Yourself like a Sales Pro!

We can all take a page from The Sales Strategy Playbook when it comes to standing out from the competition. But before salespeople can truly differentiate themselves, they must first uncover the competitive landscape. In sales, competitors come in many forms, from traditional rivals to the prospect’s option to do nothing. Salespeople also face untraditional competition, like newly formed partnerships or prospects who consider building solutions internally. Once they have a clear picture of all options, successful salespeople analyze the strengths and weaknesses of each. This knowledge helps them identify exactly how they differ from, and are superior to, their competition. Lastly, they practice ways to communicate those differentiators in natural, yet compelling ways.

Job seekers face a similar challenge. Often, they don’t know exactly who they’re competing against—but with a few strategic questions, they can uncover more than they think. For instance, if you’re vying for an internal promotion, it’s usually possible to learn who else is being considered for the role. If you’re applying externally, it’s in your best interest to ask whether there are internal candidates for the position. You might also inquire about the general backgrounds of the other applicants.

Once you’ve gathered as much information as possible, ask yourself these critical questions:

- How are you different from the other candidates being considered?

- Why are you a better fit than the others?

- What’s the most effective way to communicate your unique value during interviews and interactions?

This is the perfect time to reflect on your strengths, unique skills, and the tangible results you’ve achieved. If you’re one of the few people who truly knows your ‘Superpower,’ and it’s relevant to the job, you’re already ahead of the game. One highly effective way to emphasize your differentiators is to highlight what others have said about you. For example: “Past managers have consistently told me that I’m unique in my ability to…”

The final step?

Rehearse how to communicate your differentiators. Practice with a trusted colleague or career coach until you feel comfortable and confident. When the time comes to showcase your unique value, you’ll be ready to differentiate yourself like a pro.

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Lisa D. Magnuson, author of:

The Top Sales Leader Playbook: How to Win 5X Deals Repeatedly

The Top Seller Advantage: Powerful Strategies to Build Long-term Executive Relationships

The 48-Hour Rule and Other Strategies for Career Survival

Founder & CEO, www.toplinesales.com