That was the overlying message expressed during the October 3rd, New York Software Industry Association’s (”NYSIA”) Sales & Marketing Special Interest Group’s panel discussion on differentiation, hosted by CresaPartners.
Differentiation as a Process
Each of the three panelists addressed a different segment of the differentiation process, with Great Jakes Marketing Company’s Rob Algeri tackling value definition, Sales Optimization Group’s Ron Hubsher focusing on sales efficiency and iPolipo’s Rajesh Setty discussing building lasting relationships.
Algeri emphasized identifying your company’s core differentiating value prior to communicating it to the marketplace. By accomplishing this, the implementation of the marketing becomes merely a matter of execution.
Hubsher discussed defining the ideal (or “un-ideal”) customer first, followed by the combination of focused targeting and a superior sales effort. Hubsher was adamant that companies should NEVER cut prices, as buyers purchase value and risk, not on price.
Setty presented his concept of building lasting relationships and developing depth of relationship as a differentiating factor. Just like the shampoo instructions (lather, rinse, repeat), his formula is simple: introduce yourself, repeat, and continue for the rest of your life.
A Business Case Approach to Enterprise Sales
Next month’s NYSIA Sales & Marketing SIG Event take place on Wednesday, November 7th from 8-10AM at CresaPartners, 100 Park Avenue, 24th Floor, New York, NY. A panel featuring Michael Minnelli of SAS Institute and Mike Barlow of Cumulus Partners, coauthors of the book, Partnering with the CIO, will join Edward Golod of Revenue Accelerators to discuss ways to improve deal flow and closure rates using a business case approach to enterprise sales.
You must be logged in to post a comment.