Selling Your Competitive Edge

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Detailed Overview/Outline

Having a great product isn’t enough. To close the sale, you have to communicate and prove your competitive advantage.

You have a world-class product and first-rate customer service…and so do your competitors. To get the most out of every customer contact, you have to demonstrate why buying from you is the right choice and back up your claims with hard data. In this seminar, you’ll learn how to leverage the positioning of all your deliverables—not just your products and services—to create a compelling competitive advantage. You’ll refine your sales message, increase customer confidence and close more sales!

How You Will Benefit

• Get in the door more often, get more referrals and increase your sales “hit” ratio
• Maximize your sales potential with fine-tuned, competitive advantage sales pitches
• Create greater impact by ridding your sales message of clichés, hype and meaningless phrases.
• Minimize price as a buyer issue.
• Learn to distinguish between strengths and competitive advantages
• Ensure greater customer satisfaction.

What You Will Cover

• What is a competitive advantage and why is it important?
• Removing risk from the buying decision
• Uncovering your competitive advantages and using metrics to prove them
• Recognizing and remedying major “dangerous disparities”
• Identifying your customer’s buying criteria and aligning your deliverables with their requirements
• Communicating your competitive advantages

Who Should Attend

Sales professionals, including account managers, sales managers, sales executives and sales representatives.

Extras from AMA

Get a FREE copy of Creating Competitive Advantage by Jaynie L. Smith (a $19.95 value) when you attend this seminar.

Extended Description

Learning Objectives

• Communicate Compelling Competitive Advantages to Close More Business by Aligning Your Deliverables with Your Customers’ Hierarchy of Buying Criteria
• Answer "Why us?" Questions
• Build Relationships with Colleagues to Share Competitive Intelligence

Competitive Advantage Basics

• Define Terminology

What Are Your Deliverables?

• Identify Categories of Deliverables
• Uncover Sources of Competitive Advantages You Didn’t Know You Had

Identify and Create Competitive Advantages

• Identify How Target Markets and Customer Levels Affect Competitive Advantages
• Identify Your Deliverables and Convert Them into Competitive Advantage Statements
• Articulate Strengths As Competitive Advantages
• Use Your Company’s Measurements to Build Credibility

Refine Competitive Advantages

• Create and Refine Competitive Advantage Statements
• Describe How to Turn a Competitive Position into a Competitive Advantage

Dangerous Disparities

• Define Competitive Disadvantages
• Avoid Dangerous Disparities
• Apply Knowledge of Competitive Advantages and Dangerous Disparities to Real-World Situations

Maintain Competitive Advantages

• Communicate Competitive Advantages, Internally and Externally
• Communicate Competitive Advantages with Existing Customers to Close More Sales
• Educate Prospects to Apply Your Competitive Advantage Metrics to Their Situations/Organizations
• Develop a Strategy to Revisit Competitive Advantages Often and Create New Ones

Create a Competitive Advantage Action Plan

• Create a Competitive Advantage Action Plan

Sponsor Background:
The American Management Association was founded in 1923. They have built a content control check into every one of their professional seminars. Plus a series of checks and balances to ensure that the content of every AMA seminar is precisely targeted to:

• provide comprehensive, hands-on training that is of practical use when you return to the job
• focus on need-to-know specifics, relevant to the demands of global business today
• offer the expertise and personalized attention of top-ranking instructors
• facilitate your career development and business savvy

Whether you're looking for a solid foundation of business fundamentals or strategies to help you seize growth opportunities for your company, AMA offers expert instruction to help you:

• manage your priorities effectively
• cultivate more productive working relationships
• increase your on-the-job value
• align your skills with marketplace demands
• bring out the best in people, processes and yourself

Cancellation and Refund Policy

If you cannot attend a seminar you may contact AMA in advance to transfer to a future session, or can send someone to take your place. If you need to cancel your attendance, AMA will give you a complete refund if you cancel more than three weeks before your seminar begins. To cancel, simply call. If you cancel with less than three weeks' notice, you will be liable for the entire seminar fee, however you may request a courtesy transfer to use at any future AMA seminar of equal or lesser value. The courtesy transfer must be used within one year of the date of your originally scheduled seminar. In fairness to all attendees, if you do not attend a seminar session for which you are confirmed, and do not cancel with a minimum of three weeks’ notice as described above, you will be charged the entire seminar fee.

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