Stand out or fade out: Five strategies for differentiation

The most successful B2B sales teams follow a consistent process to qualify and develop prospects into profitable, growing customers. Metrics in the sales process drive better decisions in setting priorities and determining the likelihood of success in closing. As more print and label shops invest in newer technology, there are more companies with similar capabilities. How can your sales team stand out from the crowd to differentiate your services? Fine-tuning your sales process and sales messages is necessary in a competitive market of sameness.

“Sales teams must stop talking about ‘quality and service’ as differentiators. They are table stakes for print service providers in every category”

Sales process methodologies must evolve to meet the demands of more educated and time-stressed buyers. Getting and keeping buyers’ attention requires concise and salient messages in meetings, calls and emails. Consider these five approaches to improve your sales process and sales results.

1. When everyone sells quality and service, then what?

Sales teams must stop talking about ‘quality and service’ as differentiators. They are table stakes for print service providers in every category. Salespeople must shift from pitching capabilities to uncovering customer business needs and project goals, and then mapping them to strategic outcomes. Research continues to validate that buyers typically have two or three buying criteria that are more important than price. Salespeople need to identify and articulate the specific benefits of working with your company that align with your customers’ goals.

2. Creating value through insight-led selling

Sales reps must do the research and have the messages to speak to vertical market insights.  Customers care about how your company can assist and respond to their rapidly changing business environments. In pharma, the conversations may include traceability, serialization and anti-counterfeit features. In the beauty and consumer good sectors, salespeople need to inquire and validate the impact of holographic or specialty finishes for brand impact. For food companies, representatives need to provide advice on aqueous ink compatibility and eco-friendly substrates. For e-commerce and retail, conversations about the impact of speed and supply-chain agility will demonstrate your sales representatives’ comprehension of demanding market conditions.

Understanding new regulatory pressures or supply chain vulnerabilities can lead to consultative conversations. These conversations will position your company as a partner and resource, not just a supplier. The sales process must include research and AI-curated talking points as preparation for every major client call or meeting. In a previous article, I shared the importance of sales teams knowing your customer’s ‘why’ and strategies for sales success.

3. Reframe your value

Rather than leading with price per label, salespeople should focus on how their solutions impact the business. Key topics for product and marketing teams are increasing market share, product launches, reducing waste, accelerating speed-to-market or simplifying SKU versioning. This requires a shift in the sales process and early sales conversations as projects evolve. Salespeople need to research and prepare to make valid points about the total cost of ownership, business impact and environmental impact. These are the types of business concerns and topics senior leaders spend their time and resources to address.

4. The role of sales enablement content

Sales teams need better tools to conduct strategic conversations. Relevant industry case studies, ROI calculators and AI-generated summaries enable salespeople to lead strategic discussions about solutions and impact, rather than unit costs and delivery dates. Having a few impactful success stories and ROI examples will empower your sales team. Empowered salespeople are able to reinforce differentiation across multiple conversations with buyers. Sales teams must feel confident about aligning solutions with customers’ business goals. Factual success stories breed confidence.

5. Evaluate your pitch

Sales leaders should audit current sales decks, emails, and talking points for major customer projects to identify where the messaging is too product-focused and where content can be tweaked to align with customers’ business goals. One best practice is reviewing key components of the sales process as a team. This creates collaboration and learning opportunities from colleagues. In my last article, I shared how AI tools can enhance prospecting and sales effectiveness.

Your sales team must not only sell labels, but also educate clients on regulatory compliance, digital options, sustainability benefits and supply-chain reliability. Fine-tuning your sales process and messaging will increase relevance to buyers and position your sales team to stay competitive as markets shift.

Lois Ritarossi is a certified management consultant and president of High Rock Strategies, an independent management consulting firm focused on sales and marketing strategies and business growth for firms in the print, mail, communications and B2B sectors. You can read more about sales strategies at www.highrockstrategies.com. Email Lois at Lritarossi@highrockstrategies.com