As desire goes up, price resistance goes down. So how do you get the client to specifically desire you and your offering, regardless of price? How do you prevent competitors from being able to say, “Me too”? How do you avoid being the twelfth proposal in a row that claims to be “uniquely qualified”?
Most attempts at differentiation in proposals come in one of two forms. Some are a vague list of unsubstantiated claims and boasts that sound identical to the claims and boasts in every other proposal. Others are a hodgepodge of recent initiatives and technology investments that senior folks are eager to publicize, regardless of whether clients care.
Neither of these strategies work, of course. But research shows that real differentiation results in twice the profit margin. So it’s definitely worth it. And, yes, you can definitely do it.
Join us for a discussion of 6 easy ways to find and deploy differentiators that the client will love. By the end of this talk, you’ll know how to ensure the client chooses you… and does it on your terms.
IMPORTANT: You must register at least one hour prior to a webinar, to ensure you receive the registration link from GoToWebinar in time. If you register after this threshold, you may receive the link in time, however there is no guarantee. Regardless, you will receive an email with a link to watch a recording of the presentation, a few hours after the webinar happens.
You can do everything else right, but failing to differentiate yourself makes it all for naught. Ultimately, if you aren’t selling why the client should buy from you, you’re simply persuading the client they ought to buy from somebody – meaning all the hard work that went into the proposal is to the benefit of a rival.
There will also be a discussion of legal issues to clear up myths and misconceptions regarding differentiators.
Beginners will fully understand and can make use of this talk. More advanced audiences will have the experience with bureaucratic hassles to appreciate these tips on a deeper level. Frankly, there are very few organizations out there that successfully differentiate themselves. However, differentiated value props are the difference between a proposal that offers only vague boasts about buying some sort of solution and a proposal that presents a crisp, specific explanation of why your client must buy your solution to solve their problems. Participants will leave this talk with an understanding of: 1) the importance of differentiation to having leverage over price and profitability; 2) the key elements of differentiation; and 3) where to safely gather the information needed to differentiate themselves – while reassuring Legal and senior management that the world isn’t about to end.
Chris Sant, esq.
Christopher Sant Consulting
Chris Sant has helped engineering, IT, banking, HR and other clients with a combined market cap of over $340 billion to improve their proposals and sales presentations. A graduate of Stanford Law School and former commercial litigator, he never lost a trial. He has been honored with the John Elder APMP and Wiley W. Manuel awards, and was named Consumer Lawyer of the Year. Chris’s group offers consulting, training, and coaching on structuring sales organizations to better serve clients and on implementing proposal and sales presentation best practices.