The Importance of a Compelling Point of Differentiation
As a business owner, your direct involvement in sales may have been crucial in the early stages of growth. However, as your business expands, relying on the owner for every sale can hinder efficiency and scalability. To build a more resilient and successful business, it’s essential to develop processes that allow your team to sell effectively. One of the most important steps in this process is creating a compelling point of differentiation.
Why Employees Struggle to Sell Like the Owner
In many small businesses, owners often drive sales due to their deep industry knowledge, experience, and personal relationships. However, when new hires or junior salespeople try to replicate the owner’s success, they may struggle. They can’t always match the credibility or the personal connection that the owner brings to customer interactions. If they rely too heavily on the company’s reputation for customer service or past successes, their pitch can sound unconvincing.
Creating a Compelling Point of Differentiation
A strong point of differentiation is key to empowering your team and ensuring they can sell without relying on the owner. According to Matt Dixon in The Challenger Sale, your business needs to answer the critical question: “Why should prospects buy from you?” The answer to this question should meet three criteria:
- It Matters to Customers: The differentiation should address your customers’ needs and pain points.
- It Sets You Apart: Your business should offer something competitors cannot easily replicate.
- It’s Believable: The point of differentiation must be something your team can confidently explain and demonstrate.
When your business offers a unique and credible selling proposition, your team can communicate it clearly to prospects, making them more effective in their sales efforts.
Empowering Your Team to Sell More
By equipping your employees with a compelling point of differentiation, you enable them to sell more effectively and independently, reducing reliance on the owner and streamlining the sales process. This not only strengthens your sales function but also enhances scalability and efficiency, allowing the owner to focus on strategic decisions while employees confidently communicate what sets the business apart, driving long-term growth.
If you have any questions about this article or would like to speak to one of our advisors about how you can improve your business, please do not hesitate to contact us or call our office on (08) 6212 7200.
