{"id":35339,"date":"2024-06-18T14:42:59","date_gmt":"2024-06-18T14:42:59","guid":{"rendered":"https:\/\/greatdemo.com\/?p=35339"},"modified":"2024-07-05T17:52:29","modified_gmt":"2024-07-05T17:52:29","slug":"una-diferenciacion-competitiva-realmente-increible","status":"publish","type":"post","link":"https:\/\/greatdemo.com\/es\/truly-terrific-competitive-differentiation\/","title":{"rendered":"Diferenciaci\u00f3n competitiva asombrosamente horrible frente a verdaderamente estupenda: \u00bfqu\u00e9, cu\u00e1ndo y c\u00f3mo?"},"content":{"rendered":"<p><span data-contrast=\"auto\">\u201cGood, better, best. Never let it rest. &#8216;Til your good is better and your better is best.\u201d<br \/>\n<\/span><span data-contrast=\"auto\">\u00a0\u2013 St. Jerome<\/span><\/p>\n<p><span data-contrast=\"auto\">Competitive differentiation: Vendors want to differentiate, vendors try to differentiate, but most vendors <\/span><i><span data-contrast=\"auto\">fail<\/span><\/i><span data-contrast=\"auto\"> to meaningfully and successfully differentiate in the opinion of their prospects. When done poorly, differentiation can be stunningly awful, when done well it can win a lifetime customer!<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">What\u2019s in this article for you?<\/span><\/p>\n<ul>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"25\" data-list-defn-props=\"{&quot;335551671&quot;:8203,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"8203\" data-aria-level=\"1\"><span data-contrast=\"auto\">What Is Competitive Differentiation?<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"25\" data-list-defn-props=\"{&quot;335551671&quot;:8203,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"8203\" data-aria-level=\"1\"><span data-contrast=\"auto\">When to Differentiate?<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"25\" data-list-defn-props=\"{&quot;335551671&quot;:8203,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"8203\" data-aria-level=\"1\"><span data-contrast=\"auto\">How to Differentiate?<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"25\" data-list-defn-props=\"{&quot;335551671&quot;:8203,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"8203\" data-aria-level=\"1\"><span data-contrast=\"auto\">Capabilities Beyond Your Software<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"25\" data-list-defn-props=\"{&quot;335551671&quot;:8203,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"8203\" data-aria-level=\"1\"><span data-contrast=\"auto\">Buyer and Champion Enablement<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"25\" data-list-defn-props=\"{&quot;335551671&quot;:8203,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"8203\" data-aria-level=\"1\"><span data-contrast=\"auto\">What About Price?<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Let\u2019s explore\u2026!<\/span><\/p>\n<h2>What Is Competitive Differentiation?<\/h2>\n<p><span data-contrast=\"auto\">Most vendors define this as \u201ccapabilities we have that our competition lacks or that we do better than our competition.\u201d Pretty straightforward, right? But do prospects share this definition? It depends!<\/span><\/p>\n<p><span data-contrast=\"auto\">Prospects are looking for solutions that fit their perception of their current and future needs. A vendor with capabilities that meet these needs exactly is clearly the best choice, everything else being equal (such as price).<\/span><\/p>\n<p><span data-contrast=\"auto\">With that in mind, a vendor who seeks to differentiate by simply presenting capabilities that another vendor lacks is at risk. What if the prospect doesn\u2019t see the need for those additional capabilities? What if they don\u2019t care or worse, can\u2019t use them? Then the additional capabilities become a <\/span><a href=\"https:\/\/greatdemo.com\/stunningly-awful-demos-buying-it-back\/\"><span data-contrast=\"none\">liability<\/span><\/a><span data-contrast=\"auto\">.<\/span><\/p>\n<p><span data-contrast=\"auto\">For example, let\u2019s say you are shopping for a new set of kitchen knives. At the store or online, you are looking at several knife sets and the salesperson or website steers you to one particular set of ten knives, saying, \u201cThis set is better because it has ten knives \u2013 one more than most \u2013 plus a sharpener, so you can keep all of your knives razor-sharp.\u201d The other sets on display only have nine knives and no sharpener.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Sounds like a win, right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">However, it turns out that your existing knife block only has room for nine knives and no place for a sharpener. You are concerned that the extra knife and sharpener will end up rattling around in a drawer, turning into a hazard when you reach in to grab another kitchen tool.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">As a result, your view of the larger knife set is that it is \u201ctoo much\u201d and possibly \u201ctoo expensive\u201d (if it costs more than the set of nine) or \u201ccheap\u201d (if the price is the same as the set of nine since the perception will be that each knife individually is worth less). Differentiation has occurred, but not positive differentiation!<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The world of software is similar.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Let\u2019s say you are looking for a tool that helps you to address availability problems with your website. You\u2019ve decided you want something that sends you an email message with an appropriate link when a problem is imminent so that you can click the link that logs you into the system, find the root cause, and address the problem.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"-\" data-font=\"Times New Roman\" data-listid=\"20\" data-list-defn-props=\"{&quot;335551671&quot;:5,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Times New Roman&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"auto\">Vendor One does an excellent job doing discovery with you and then presents a demo that specifically shows email alerts and the ability to drill down and find root causes.<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Times New Roman\" data-listid=\"20\" data-list-defn-props=\"{&quot;335551671&quot;:5,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Times New Roman&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"6\" data-aria-level=\"1\"><span data-contrast=\"auto\">Vendor Two does a good job doing discovery with you and then presents a demo that shows email alerts and the ability to drill down and find root causes, but <\/span><i><span data-contrast=\"auto\">also<\/span><\/i><span data-contrast=\"auto\"> shows alerts for other issues, including cart abandonment.<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Who will get the order? Shouldn\u2019t Vendor Two get your business? After all, they have what you need <\/span><i><span data-contrast=\"auto\">plus<\/span><\/i><span data-contrast=\"auto\"> additional alerts.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">You give the order to Vendor One, however.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Why? In doing discovery with you, Vendor One learned that you <\/span><i><span data-contrast=\"auto\">already<\/span><\/i><span data-contrast=\"auto\"> have a system that provides tracking and alerts for cart abandonment and similar issues. Vendor One\u2019s demo was right on target.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Interestingly, Vendor One <\/span><i><span data-contrast=\"auto\">also<\/span><\/i><span data-contrast=\"auto\"> had the same additional alerts, but elected <\/span><i><span data-contrast=\"auto\">not<\/span><\/i><span data-contrast=\"auto\"> to show them, since you had expressed no need in that arena. It turns out that both vendor offerings were essentially equal in capabilities, but Vendor Two showed a capability you didn\u2019t want or couldn\u2019t use: negative differentiation.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Note also that Vendor One asked a few additional questions in discovery with respect to other alert possibilities. Vendor One achieved additional positive differentiation through the superior <\/span><i><span data-contrast=\"auto\">discovery<\/span><\/i><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Despite the above rather sad scenarios for the knife salesperson and Vendor Two, most vendors view differentiation in terms of the features and functions of their offerings. \u201cOurs has this, and theirs doesn\u2019t\u201d or \u201cOurs does this better than theirs does\u201d.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Positive feature-based differentiation <\/span><i><span data-contrast=\"auto\">only<\/span><\/i><span data-contrast=\"auto\"> takes place when your prospect <\/span><i><span data-contrast=\"auto\">agrees<\/span><\/i><span data-contrast=\"auto\"> that the capability is beneficial for their specific situation. This takes place when your prospect visualizes using the capability sufficiently often and\/or recognizes that the problem the capability addresses is sufficiently important to solve.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Otherwise, the extra features and capabilities are perceived as making the offering too complicated or too expensive: \u201cWe don\u2019t need the Cadillac\/Mercedes; we just want the economy car version\u2026\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2>When to Differentiate?<\/h2>\n<p><span data-contrast=\"auto\">All the time!<\/span><\/p>\n<p><span data-contrast=\"auto\">From your prospect\u2019s perspective, vendors are differentiating, positively or negatively, with every contact, every meeting, every interaction, every communication, and with every deliverable. Let\u2019s explore possible <\/span><i><span data-contrast=\"auto\">negative<\/span><\/i><span data-contrast=\"auto\"> differentiation first.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">If <\/span><i><span data-contrast=\"auto\">you<\/span><\/i><span data-contrast=\"auto\"> were the prospect, how would you feel about:<\/span><\/p>\n<ul>\n<li data-leveltext=\"-\" data-font=\"Times New Roman\" data-listid=\"26\" data-list-defn-props=\"{&quot;335551671&quot;:5,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Times New Roman&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"auto\">Vendors who cold call you repeatedly?<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Times New Roman\" data-listid=\"26\" data-list-defn-props=\"{&quot;335551671&quot;:5,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Times New Roman&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"6\" data-aria-level=\"1\"><span data-contrast=\"auto\">Vendors who take forever to answer your inquiries or ignore what you asked?<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Times New Roman\" data-listid=\"26\" data-list-defn-props=\"{&quot;335551671&quot;:5,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Times New Roman&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"7\" data-aria-level=\"1\"><span data-contrast=\"auto\">Vendors who leap right to showing you a \u201csolution,\u201d without discovery?<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Times New Roman\" data-listid=\"26\" data-list-defn-props=\"{&quot;335551671&quot;:5,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Times New Roman&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"8\" data-aria-level=\"1\"><span data-contrast=\"auto\">Vendors who inflict corporate overview and product presentations on you?<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Times New Roman\" data-listid=\"26\" data-list-defn-props=\"{&quot;335551671&quot;:5,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Times New Roman&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"9\" data-aria-level=\"1\"><span data-contrast=\"auto\">Vendors who present generic overview demos emphasizing their \u201ccompetitive differentiators?\u201d<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Times New Roman\" data-listid=\"26\" data-list-defn-props=\"{&quot;335551671&quot;:5,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Times New Roman&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"10\" data-aria-level=\"1\"><span data-contrast=\"auto\">Salespeople who speak ill of their competition?<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Times New Roman\" data-listid=\"26\" data-list-defn-props=\"{&quot;335551671&quot;:5,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Times New Roman&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"11\" data-aria-level=\"1\"><span data-contrast=\"auto\">Salespeople who won\u2019t provide pricing information when you request it?<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Times New Roman\" data-listid=\"26\" data-list-defn-props=\"{&quot;335551671&quot;:5,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Times New Roman&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"12\" data-aria-level=\"1\"><span data-contrast=\"auto\">Vendors who over-promise and under-deliver?<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Interestingly, and sadly, the list above is what <\/span><i><span data-contrast=\"auto\">often<\/span><\/i><span data-contrast=\"auto\"> occurs with typical traditional vendors and salespeople. Most of us as prospects perceive these items as unpleasant, contributing to an overall negative impression. Unwittingly, perhaps, these vendors and salespeople have differentiated <\/span><i><span data-contrast=\"auto\">negatively<\/span><\/i><span data-contrast=\"auto\">.<\/span><\/p>\n<p><span data-contrast=\"auto\">Let\u2019s look at the same list again, but with a different vendor approach to each item:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"22\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Nurture or trickle marketing activities (as opposed to constant cold calling)<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"22\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Rapid, specific responses to your inquiries<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"22\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Thorough and intelligent discovery <\/span><i><span data-contrast=\"auto\">before<\/span><\/i><span data-contrast=\"auto\"> presenting solutions<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"22\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">No corporate overview or product presentations unless you request them<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"22\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"auto\">Crisp, focused, engaging demos of the Specific Capabilities you\u2019ve said you need<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"22\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"6\" data-aria-level=\"1\"><span data-contrast=\"auto\">Sales teams that are clear and honest about their own offerings\u2019 strengths and limitations<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"22\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"6\" data-aria-level=\"1\"><span data-contrast=\"auto\">Clear and transparent pricing information when you request it<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"22\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"6\" data-aria-level=\"1\"><span data-contrast=\"auto\">Accurate, precise solution definition and rational expectation setting<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">These are viewed much more favorably by you, of course, and equally more positively by <\/span><i><span data-contrast=\"auto\">your<\/span><\/i><span data-contrast=\"auto\"> prospects. Vendors who follow these processes are <\/span><i><span data-contrast=\"auto\">already<\/span><\/i><span data-contrast=\"auto\"> differentiating positively compared to \u201ctraditional\u201d vendors.<\/span><\/p>\n<p><span data-contrast=\"auto\">In addition to the observations above, there are (at least) three major opportunities to differentiate positively in sales interactions with your prospects:<\/span><\/p>\n<ol>\n<li data-leveltext=\"%1.\" data-font=\"Calibri\" data-listid=\"23\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">During discovery<\/span><\/li>\n<li data-leveltext=\"%1.\" data-font=\"Calibri\" data-listid=\"23\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">During demo delivery<\/span><\/li>\n<li data-leveltext=\"%1.\" data-font=\"Calibri\" data-listid=\"23\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">During discussion of implementation and beyond<\/span><\/li>\n<\/ol>\n<p><span data-contrast=\"auto\">That\u2019s \u201cwhen,\u201d now let\u2019s look at \u201chow!\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2>How to Differentiate?<\/h2>\n<p><span data-contrast=\"auto\">During Discovery:<\/span><\/p>\n<p><span data-contrast=\"auto\">This is one of the most effective ways to outflank your competition. Do discovery with a <\/span><i><span data-contrast=\"auto\">bias<\/span><\/i><span data-contrast=\"auto\"> towards the potentially differentiating capabilities you offer, so that those capabilities become part of your prospect\u2019s vision of a solution.<\/span><\/p>\n<p><span data-contrast=\"auto\">The use of Biased Questions is a highly successful technique of introducing capabilities that you believe should be important to your prospect, but that your prospect has not yet requested. They may also be unaware that such capabilities exist, which is an opportunity for Vision Reengineering.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Here\u2019s an example: Let\u2019s say that your offering provides alerts in the form of email messages when certain thresholds are reached (as many offerings do), but in your case, you can <\/span><i><span data-contrast=\"auto\">also<\/span><\/i><span data-contrast=\"auto\"> set alerts based on <\/span><i><span data-contrast=\"auto\">approaching<\/span><\/i><span data-contrast=\"auto\"> a certain threshold.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">During discovery, you casually comment, \u201cSome of the other organizations we\u2019ve worked with who had situations <\/span><i><span data-contrast=\"auto\">very<\/span><\/i><span data-contrast=\"auto\"> similar to what you\u2019ve outlined so far found that the ability to set alerts based on <\/span><i><span data-contrast=\"auto\">approaching <\/span><\/i><span data-contrast=\"auto\">certain thresholds enabled them to act <\/span><i><span data-contrast=\"auto\">before <\/span><\/i><span data-contrast=\"auto\">problems grew large. They were able to save hundreds of thousands of dollars as a result. Is this something you might <\/span><i><span data-contrast=\"auto\">also <\/span><\/i><span data-contrast=\"auto\">find useful in your practice?\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Your prospect responds, \u201cWhy yes, that sounds really great \u2013 and I can see how we could use that.\u00a0 Wish we\u2019d had it before!\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This capability has now become a Specific Capability desired by your prospect and you can plan to include it in your demo. Since your competition can\u2019t match that capability, you have successfully positively differentiated.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Let\u2019s explore this a bit further. The \u201cBiased Question\u201d method has three elements that make it a successful and compelling approach:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">The Similarity: Your first step is to establish a relationship between your current prospect and current customers, particularly those that are perceived by the prospect as being similar to them.<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">The Capability: You describe the capability itself, its advantages, and its potential benefits.<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"auto\">The Reward: You describe what rewards existing customers have gained using the capability.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Finally, you test to see if this capability sounds useful to your prospect. If it does, you have successfully and positively differentiated.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Look for as many opportunities to differentiate during discovery as possible so that you set yourself up as the dominant or preferred vendor, the only vendor that can provide the capabilities now desired by your prospect. (You can find much more on the use of Biased Questions as well as Vision Reengineering in <\/span><a href=\"https:\/\/www.amazon.com\/Doing-Discovery-Important-Enablement-Processes\/dp\/B0B8RJK4C2\/ref=sr_1_1?crid=1U8XAZMG8HBYK&amp;keywords=doing+discovery&amp;qid=1659904849&amp;s=books&amp;sprefix=doing+discovery%2Cstripbooks%2C216&amp;sr=1-1\" target=\"_blank\" rel=\"noopener\"><i><span data-contrast=\"none\">Doing Discovery<\/span><\/i><\/a><span data-contrast=\"auto\">.)<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">During the Demo:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Traditional demos and \u201coverview demos,\u201d in particular, aren\u2019t focused on prospect needs and desires, resulting in negative differentiation. It\u2019s not about <\/span><i><span data-contrast=\"auto\">more<\/span><\/i><span data-contrast=\"auto\"> features, as we\u2019ve discussed, it\u2019s about the Specific Capabilities your prospect needs.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Even worse, vendors who consume valuable time with corporate or product overview presentations are also differentiating negatively. Your prospect wouldn\u2019t have invited you to present your demo if they hadn\u2019t <\/span><i><span data-contrast=\"auto\">already<\/span><\/i><span data-contrast=\"auto\"> vetted you as a vendor!<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Starting your <\/span><a href=\"https:\/\/www.amazon.com\/dp\/B0C9SNKC2Y\/ref=tmm_pap_swatch_0?_encoding=UTF8&amp;qid=1688763837&amp;sr=1-4\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Technical Proof Demo<\/span><\/a><span data-contrast=\"auto\"> with a Great Demo! Situation Slide, on the other hand, generates positive differentiation. The resulting demo is crisp, focused, and all about your prospect\u2019s needs and desires. By applying <\/span><a href=\"https:\/\/greatdemo.com\/why-like-a-news-article\/\"><span data-contrast=\"none\">Inverted Pyramid<\/span><\/a><span data-contrast=\"auto\"> structure, you present only as much information as your prospect requires to achieve proof in their minds. No more, no less!<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Even better, using the Great Demo! approach, you may frequently find that the time required to satisfy your prospect was <\/span><i><span data-contrast=\"auto\">less<\/span><\/i><span data-contrast=\"auto\"> than the scheduled amount. This gives them time back in their day: What a delight!<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">During Discussion of Implementation, and Beyond:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Traditional salespeople and sales teams are done with their sales cycles when the purchase order arrives, leaving implementation to their professional services team, partner organization, or the customer. Stronger sales teams develop a vision <\/span><i><span data-contrast=\"auto\">with their prospects <\/span><\/i><span data-contrast=\"auto\">of the steps and process of moving the prospect from their current painful situation all the way to completed implementation: the \u201cgo live\u201d date.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The truly terrific sales teams pursue this further into the future, to the point where the customer has enjoyed their first small wins, small victories, or initial ROI. This is called developing a \u201cTransition Vision,\u201d the full process of moving beyond implementation and rollout to when your customer begins to gain tangible value from using your software. This is also the point in time when the customer can become a reference.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">These small wins are called Value Realization Events (see more in <\/span><a href=\"https:\/\/www.amazon.com\/Doing-Discovery-Important-Enablement-Processes\/dp\/B0B8RJK4C2\/ref=sr_1_1?crid=1U8XAZMG8HBYK&amp;keywords=doing+discovery&amp;qid=1659904849&amp;s=books&amp;sprefix=doing+discovery%2Cstripbooks%2C216&amp;sr=1-1\" target=\"_blank\" rel=\"noopener\"><i><span data-contrast=\"none\">Doing Discovery<\/span><\/i><\/a><span data-contrast=\"auto\">). Discussing these in <\/span><i><span data-contrast=\"auto\">discovery<\/span><\/i><span data-contrast=\"auto\"> conversations causes your prospect to realize that you aren\u2019t just interested in getting the sale, you are <\/span><i><span data-contrast=\"auto\">also<\/span><\/i><span data-contrast=\"auto\"> actively interested in their success.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">What a wonderful way to positively differentiate!\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2>Capabilities Beyond Your Software<\/h2>\n<p><span data-contrast=\"auto\">But wait, there\u2019s more\u2026!\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Earlier, I said I strongly recommend against inflicting corporate overview presentations on your prospects. Interestingly, <\/span><i><span data-contrast=\"auto\">some<\/span><\/i><span data-contrast=\"auto\"> elements from typical corporate overview presentations can be harvested and used to differentiate very effectively, but <\/span><i><span data-contrast=\"auto\">not<\/span><\/i><span data-contrast=\"auto\"> in the form of the dreaded traditional corporate overview.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Once a prospect has seen that your offering can provide a solution to their problem, they begin to be interested in learning more about your organization. After all, they are not just buying your code, they are also buying a relationship with a vendor, and that offers other ways to differentiate.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Think about how customers perceive your strengths, as an organization. For example, what is your reputation regarding support? Implementation? New feature delivery? Technology leadership? These strengths represent opportunities to differentiate <\/span><i><span data-contrast=\"auto\">beyond<\/span><\/i><span data-contrast=\"auto\"> your software.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For example, let\u2019s say you have a particularly strong and active user community, and your competition does not. Here\u2019s an opportunity to use a Biased Question to differentiate.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">You say, \u201cSome of our other customers had situations <\/span><i><span data-contrast=\"auto\">very<\/span><\/i><span data-contrast=\"auto\"> similar to what you\u2019ve outlined so far. Intriguingly, they found that one of the most important aspects of their relationship with us had nothing to do with the software itself. They found that their interactions with the users\u2019 community enabled them to solve problems they had previously struggled with, deploy more broadly than expected, and implement new, unanticipated applications that they learned about <\/span><i><span data-contrast=\"auto\">from <\/span><\/i><span data-contrast=\"auto\">the community. They were able to realize hundreds of thousands of dollars in additional gains and savings as a result. Is access to this sort of community something you might <\/span><i><span data-contrast=\"auto\">also <\/span><\/i><span data-contrast=\"auto\">find useful in your situation?\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Your prospect responds strongly in the affirmative, \u201cWhy, yes, I hadn\u2019t thought of that before!\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">You add, \u201cWell, I\u2019d be happy to introduce you to the principals of the users\u2019 group so that you can get connected right away\u2026\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The result? Positive differentiation based on organizational strengths. (The process of identifying these strengths is known as \u201cWhole Product Analysis\u201d, the term coined by Regis McKenna and popularized by Geoffrey Moore in \u201c<\/span><a href=\"https:\/\/www.amazon.com\/Crossing-Chasm-3rd-Disruptive-Mainstream-ebook\/dp\/B00DB3D81G\/ref=sr_1_1?crid=3DF0VQPOQQAZS&amp;dib=eyJ2IjoiMSJ9.mJK8PzWYRUKLTGgLPT9Et4NmXQJpefI4EUpo_xLEX4n2oC_NREaVsKYBzKcEdrFZs9W25-N7qobbgf6YKcQQ0TQ1hFP5Yy-v1ayG4p9fSp7M6xgsnZdwfwlsjuVRcVKTy29p6qBI6nQsiUZO649CPxPxchagsJY-qWTo-D0toINhF5ie6bYX7g3tEpdEy2ojh5jk-0s4O7gXkzeP8yQr8_LXyfTSZshC5-oDRr_UiFE.8Fg-ZZmx0IUITfD7HHk9qmWBa9RM_-hGpbnzS9ymQtI&amp;dib_tag=se&amp;keywords=crossing+the+chasm&amp;qid=1717791516&amp;s=digital-text&amp;sprefix=Crossing+the+Chasm%2Cdigital-text%2C265&amp;sr=1-1\" target=\"_blank\" rel=\"noopener\"><i><span data-contrast=\"none\">Crossing the Chasm<\/span><\/i><\/a><span data-contrast=\"auto\">.\u201d Great stuff!)<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2>Buyer and Champion Enablement<\/h2>\n<p><span data-contrast=\"auto\">Much of what we\u2019ve explored so far is oriented toward your prospect\u2019s answers to your questions. However, we can also take a more <\/span><i><span data-contrast=\"auto\">proactive<\/span><\/i><span data-contrast=\"auto\"> approach to differentiation by <\/span><i><span data-contrast=\"auto\">anticipating<\/span><\/i><span data-contrast=\"auto\"> our prospect\u2019s buying process needs. This is known as Buyer Enablement.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Experienced prospect buyers (and champions) want us to support their buying processes. Buyers know what they need in terms of discovery conversations, solution discussions, proof points, implementation dialogs, and post go-live support. Traditionally, we work to understand our buyer\u2019s desires and deliver as needed. In Buyer Enablement, our job is to <\/span><i><span data-contrast=\"none\">anticipate <\/span><\/i><span data-contrast=\"none\">buyer needs and pre-deliver!<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335557856&quot;:16777215,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Providing our prospects with what we know they\u2019ll need (or what they tell us they\u2019ll need) <\/span><i><span data-contrast=\"none\">ahead<\/span><\/i><span data-contrast=\"none\"> of time streamlines buying processes by reducing time delays and potential friction. If you know your prospect needs to run a data\/privacy check, propose starting that process <\/span><i><span data-contrast=\"none\">early<\/span><\/i><span data-contrast=\"none\"> in your discussions, perhaps as early as your initial discovery conversation.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335557856&quot;:16777215,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">If a detailed infrastructure analysis will be required by their IT group, recommend starting that process early, as well. This way, you\u2019ll reduce potential delays as much as possible.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335557856&quot;:16777215,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Based on your experiences with other successful sales and buying experiences, make a list of high-probability deliverables, information, or other needs that your prospects may need or want.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335557856&quot;:16777215,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Inexperienced prospect buyers and champions need help in <\/span><i><span data-contrast=\"none\">two<\/span><\/i><span data-contrast=\"none\"> dimensions:\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335557856&quot;:16777215,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<ol>\n<li data-leveltext=\"%1.\" data-font=\"System Font\" data-listid=\"28\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Gaining an understanding of their own buying processes<\/span><\/li>\n<li data-leveltext=\"%1.\" data-font=\"System Font\" data-listid=\"28\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"none\">How vendors can support them along their buying journey<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335557856&quot;:16777215,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<\/ol>\n<p><span data-contrast=\"none\">Your first step may be to share how other, similar customers have successfully navigated their buying journeys to serve as a template for this prospect. With that guide in place, both you and your prospect are aligned.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335557856&quot;:16777215,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Again, <\/span><i><span data-contrast=\"none\">good<\/span><\/i><span data-contrast=\"none\"> sales teams seek to understand buyer desires and deliver on those desires. Truly <\/span><i><span data-contrast=\"none\">great <\/span><\/i><span data-contrast=\"none\">sales teams who have embraced Buyer Enablement anticipate and pre-deliver. This can be one of the most effective forms of differentiation!<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335557856&quot;:16777215,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<h2>What About Price?<\/h2>\n<p><span data-contrast=\"auto\">Really? If you must differentiate on price you\u2019ve failed to establish sufficient value, both with respect to your prospect\u2019s problem and <\/span><i><span data-contrast=\"auto\">especially<\/span><\/i><span data-contrast=\"auto\"> with the value of your solution. Time to return to doing discovery!<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2>Truly Terrific Competitive Differentiation \u2013 What, When, and How<\/h2>\n<p><span data-contrast=\"auto\">What: Look for opportunities to differentiate positively:\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"6\" data-aria-level=\"1\"><span data-contrast=\"auto\">Gain a much richer understanding of your prospect\u2019s situation during discovery that goes far beyond simple \u201cpain,\u201d including demographics, related pains, environment, tech stack, and culture. Uncover tangible value elements and impact statements.<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"7\" data-aria-level=\"1\"><span data-contrast=\"auto\">Introduce capabilities or strengths that are perceived as <\/span><i><span data-contrast=\"auto\">beneficial<\/span><\/i><span data-contrast=\"auto\"> by your prospect. Stay aware of how easy it is to differentiate <\/span><i><span data-contrast=\"auto\">negatively<\/span><\/i><span data-contrast=\"auto\"> by highlighting capabilities your prospect doesn\u2019t want or need.<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"8\" data-aria-level=\"1\"><span data-contrast=\"auto\">Discuss Value Realization Events during discovery.<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"9\" data-aria-level=\"1\"><span data-contrast=\"auto\">Apply Whole Product Analysis principles to identify other areas of differentiation beyond your software.<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"10\" data-aria-level=\"1\"><span data-contrast=\"auto\">Operate with a Buyer Enablement mindset, understanding what information and other deliverables will be needed at what times.<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">When:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"11\" data-aria-level=\"1\"><span data-contrast=\"auto\">During discovery, especially<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"12\" data-aria-level=\"1\"><span data-contrast=\"auto\">During demo delivery<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"12\" data-aria-level=\"1\"><span data-contrast=\"auto\">During discussion of implementation<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"14\" data-aria-level=\"1\"><span data-contrast=\"auto\">Providing certain information and deliverables <\/span><i><span data-contrast=\"auto\">before<\/span><\/i><span data-contrast=\"auto\"> they become rate-limiting steps<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"15\" data-aria-level=\"1\"><span data-contrast=\"auto\">All the time!<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">How:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"16\" data-aria-level=\"1\"><span data-contrast=\"auto\">By doing effective discovery that goes beyond your competition\u2019s inquiries<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"16\" data-aria-level=\"1\"><span data-contrast=\"auto\">By using Biased Questions and Vision Reengineering<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"16\" data-aria-level=\"1\"><span data-contrast=\"auto\">By communicating discovery information within your selling team, to implementation, and to customer success<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"16\" data-aria-level=\"1\"><span data-contrast=\"auto\">By applying Great Demo! methodology in demos and other forms of proof<\/span><\/li>\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"27\" data-list-defn-props=\"{&quot;335551671&quot;:3,&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"20\" data-aria-level=\"1\"><span data-contrast=\"auto\">By acting with a Buyer Enablement mindset to eliminate delays and remove all possible friction from your prospect\u2019s buying process<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">The wise vendor seeks to differentiate in as many dimensions as possible!<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<hr \/>\n<p><span data-contrast=\"auto\">Copyright \u00a9 2013-2024 The Second Derivative \u2013 All Rights Reserved.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">To learn the methods introduced above, consider enrolling in a Great Demo! Doing Discovery or Demonstration Skills <\/span><a href=\"https:\/\/greatdemo.com\/training\/\"><span data-contrast=\"none\">Workshop<\/span><\/a><span data-contrast=\"none\">. For more demo and discovery tips, best practices, tools and techniques, explore our <\/span><a href=\"https:\/\/greatdemo.com\/learn\/books\/\"><span data-contrast=\"none\">books<\/span><\/a><span data-contrast=\"none\">, blog and articles on the Resources pages of our website at <\/span><a href=\"https:\/\/greatdemo.com\/\"><span data-contrast=\"none\">https:\/\/GreatDemo.com<\/span><\/a> <span data-contrast=\"none\">and join the <\/span><a href=\"https:\/\/www.linkedin.com\/groups\/2430414\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Great Demo! &amp; Doing Discovery LinkedIn Group<\/span><\/a><span data-contrast=\"none\"> to learn from others and share your experiences.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\"Bueno, mejor, mejor. Nunca lo dejes descansar. Hasta que tu bien sea mejor y tu mejor sea mejor\".  - San Jer\u00f3nimo Diferenciaci\u00f3n competitiva: Los vendedores quieren<\/p>","protected":false},"author":2,"featured_media":35342,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[19,14,11],"tags":[6],"class_list":["post-35339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aweful_demos","category-advanced_topics","category-beyond_demos","tag-articles"],"acf":[],"_links":{"self":[{"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/posts\/35339","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/comments?post=35339"}],"version-history":[{"count":2,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/posts\/35339\/revisions"}],"predecessor-version":[{"id":35341,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/posts\/35339\/revisions\/35341"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/media\/35342"}],"wp:attachment":[{"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/media?parent=35339"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/categories?post=35339"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/tags?post=35339"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}