We often write about the importance of discovery. Our facilitators frequently say that deals are won and lost in discovery. It's critical that you use this time in the sales process to uncover needs, and at the same time, align your differentiation to what the buyer needs. As a salesperson, you need to think about why people choose your solution and how you can get that criteria into every buyer's decision criteria.
It's a fundamental skill that separates average salespeople from those that are elite. In this podcast, John Kaplan runs through his best tips for aligning differentiation to the buyer while using an example of an organization that's near and dear to his heart.