<p> © GROWTHPLAY 2016 | GROWTHPLAY.COM
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The Ultimate
Guide to
Articulating
Differentiation
Help Your Sales Team Stand Out
From The Competition
®
© GROWTHPLAY 2016 | GROWTHPLAY.COM
2
In complex B2B sales, there’s always a competitor in the sales equation. Even if your biggest
competitor is “No Decision,” effectively articulating your differentiation, and the value you provide
to your customer can make the difference between a closed deal and a lost opportunity.
HELP YOUR SALES TEAM ARTICULATE
DIFFERENTIATION.
IN THIS PLAYBOOK, YOU’LL LEARN:
The Three Types of Differentiators
Two Questions that will Help Move an Opportunity Forward
The One Thing that Could Derail Your Next Opportunity
How to Enable Your Sellers to Demonstrate Differentiation
THE ULTIMATE GUIDE TO ARTICULATING DIFFERENTIATION
Help Your Sales Team Stand Out From The Competition
© GROWTHPLAY 2016 | GROWTHPLAY.COM
3
Best-in-class sellers know how to effectively articulate differentiation in a way that connects back to the
positive business outcomes their customers are trying to achieve. Having a solid grasp on how your products,
services and company are different and better than the competition creates the opportunity for you to show
value to your buyer. Differentiators can be broken down into three categories:
UNDERSTANDING DIFFERENTIATORS
Three Ways to Demonstrate You’re Better than the Competition
UNIQUE DIFFERENTIATORS
Unique differentiators describe attributes of your offerings that are not
available from other competitors. They are helpful during the early stages
of the buying cycle when customers are defining their decision criteria. If
a unique differentiator is part of their required capabilities, then you are
likely going to win the opportunity.
COMPARATIVE DIFFERENTIATORS
Comparative differentiators describe attributes of your offerings that
are superior to or different from competitive alternatives. They play a
critical role in the middle stages of the buying cycle, when customers are
evaluating di