Value-Based Differentiation Protects Margins and Wins More Deals

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Do me a favor: Close your eyes and think of the word “sales.” What image comes to mind?

From my experience, nine out of ten people picture a currency symbol. Whether it’s the dollar, the rupee, the yen, the euro or another of the 180 currencies in circulation today, this tends to be a nearly universal experience. When we think of sales, the immediate association is price.

However, we all know the pitfalls of price-based differentiation:

Eroding price integrity quickly leads to shrinking margins.
Many buyers view the low-cost alternative as having higher risk.
If you’re known for discounting, price will be a topic of discussion from the very start—inhibiting your ability to have the all-important value conversation before you talk pricing.

What’s the alternative? It’s all about a fundamental mindset shift: You must shift from thinking “what we do” to “how this impacts the buyer.” While it’s easy to say, it’s also tremendously easy to lose sight of, especially as we come to the end of Q2, which is why I’m dedicating this month’s article to helping you instill the mindset of value-based differentiation on a deeper level. To accomplish this, I want to focus on two elements of value-based differentiation that are often overlooked: personal branding and personal value.

Differentiating inSales: Building a Consultative Brand

BeforeI choose to engage with any salesperson for my business, my first stop is LinkedIn. Typically, a salesperson’s profile takes two overarching forms: You have profiles focused on what the professional does, and you have profiles focused on what the professional does for others. Of course, you already know which one I’m going to suggest. That’s the easy part. The piece that people struggle with is knowing where to focus their tactical energies, so that’s what I’ll discuss here.

How Salespeople Can Leverage LinkedIn Recommendations:

Recommendations serve as a powerful testament to your expertise and value. Take the initiative—uplift your network by writing unsolicited recommendations for clients and colleagues. Not only does this reinforce relationships, but if they approve and post it, your credibility gets a lasting spotlight on their profile. The principle is simple: Give freely, and your influence will grow.

Why Video is a Powerful Differentiator

When companies talk about differentiation, they often talk about things like capabilities, risk mitigation, brand reputation and the customer experience. Yet, some of the biggest differentiators for any company are the individuals who interact with prospects and customers.

At a time when anyone can spin up AI-generated content with relative ease, there’s tremendous opportunity for those willing to share authentic content—and there’s no better tool for the job than video. The key is to dispense with the notion that these videos must be perfect. You can be knowledgeable, credible and authentic without being perfect. After all, it’s the idiosyncrasies and unique takes that make any thought leader likable and approachable. Posting casual videos allows your personality to come through, increasing credibility and connection before that first meeting.

Uncovering and Leveraging Personal Value

If you’re reading this article, there’s a good chance you understand the fundamentals of value-based differentiation—the act of connecting your unique capabilities to tangible business impact and then expanding the conversation to uncover additional challenges that you’re uniquely positioned to solve.

To begin this journey, we often ask ourselves one simple question: How does my offering help my customer succeed?

This is why it’s somewhat ironic that personal value is the overlooked element in value-based differentiation. Despite the irony, it’s completely understandable—it’s easy to become wrapped up in the business objectives. However, it’s vital to explore the personal impact: Is this initiative their chance to gain visibility with leadership or strengthen their reputation? Could failure jeopardize their credibility or stall career growth? Maybe they’re under pressure to prove the value of a new approach, or seeking a better work-life balance.

The best sales professionals go beyond solving business challenges—they uncover the human motivation behind the decision. When you understand what’s personally at stake, you can help buyers navigate high-stakes decisions with confidence. While it sounds simple, it can transform the relationship. When you truly understand what success means to your customers and help them achieve it, you become indispensable.

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Ultimately, it’s the sales professionals who leverage personal branding, embrace authentic communication and explore the human side of value-based differentiation that create customers for life. Remember: The real differentiator in sales isn’t a product feature or a price point; it’s you. When buyers see you as a trusted advisor who understands both their business objectives and personal stakes, price becomes secondary—and your value becomes undeniable.

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