Ideas!

You're unique!!!  ...just like everybody else.

Consider differentiation on three distinct levels:

The “Basic” level consists of Features, Functions, Availability and Price.  Your reps MUST be intimately familiar and conversant with these aspects of your products and services.  They are the minimum requirements to be a contender.  They will not make you the winner, but without them, you get eliminated.

The “Application” level has been the traditional difference-maker.  It consists of the ability to clearly and concisely explain how a specific customer can increase revenue and/or decrease costs by using your product or service.  Today, even the average competitor has quite a bit of depth with regard to applications.  It’s no longer enough.

Your reps need to get good at the “Complexity” level.  It means being comfortable in dealing with lots and lots of complexity.  It means clarity and speed in articulating how your products and services enhance not only your customer’s operations, but also those of your customer’s customers, vendors and partners.  It does not mean “simplify”. 

Set yourself apart by embracing complexity.  Most of your competitors’ reps won’t be willing to expend the intellectual effort.

Think about it…