Beyond the Sales Process

STRATEGY 8

Differentiate the Value: Creating a Customer Preference

We’ve covered quite a lot of ground in Section II, and if you’ve been following along with a specific customer in mind, you may be feeling pretty good about where your relationship currently stands. You’ve conducted effective discovery and now have more than just insights: you have actionable awareness about your customer’s external drivers, business objectives, and internal challenges. You’ve aligned and integrated your resources with your customer’s team and worked to build relationships based on trust, credibility, and value creation and co-creation. And, through positioning, you’ve gained customer mindshare; created a positive perception of the solutions, advantages, and business ...