Stop competing on price: 5 growth levers your client hasn't pulled yet

Too often the seller leaves the client to work out the value. And when several vendors offer the same capabilities, the client compares the only thing left: price. A unique selling proposition does not change that, because every competitor in the deal has one.

The sellers who avoid the price comparison bring something else. They find a growth opportunity the client has not acted on yet, show a credible path to it through what they sell, and bring it before anyone else does. A competitor selling the same product cannot match that without doing the same research on this client. That is an unmatched selling proposition: a growth proposition tailored to your client's specific situation.

AI can now do a client's account research in about 10 minutes, as we showed in Episode 1. Episode 2 is about what your seller does with that research. In 45 minutes you will see:

• The one-line test that tells a unique selling proposition from an unmatched one, to run on the first slide your sellers open with
• Five growth levers a client can pull, and how your seller spots the one it has not pulled yet
• The Pre-Qualification Filter: three questions that decide which clients deserve the full work

The five growth levers:

• Grow inside its own base: more of what it already sells, to the customers it already has
• Bundle with a partner's product, as Vodafone and TPG did with broadband
• Reach new customers through a partner's channel, as Bang & Olufsen did with speakers in BMW, Audi and Porsche cars
• Let partners build on its platform, not just resell it
• Enter a new market, as a Hong Kong health insurer could across the border, with the growth put into a number in one sentence

Live demo: we take one account named by a registered attendee and look for a growth lever it has not pulled yet. Name your account when you register or in a message to Michael on LinkedIn, and he picks one on the day.

The session is built on Chapter 3 of The Sales Innovators, Uncover Growth. Sell Value. It is Episode 2 of The Sales Innovator Sessions, a fortnightly lunch-break series for sales leaders. Episode 3, Storytelling: Present with Impact, follows on Thursday 10 December.

Bring your lunch and one account you want to grow.

About the speaker

Michael Scheelhardt is the founder of Sales Innovator and author of The Sales Innovators, Second Edition. He has spent 29 years selling and leading sales teams, with Oracle, Microsoft and Infor among others, and co-developed a tablet strategy for Bang & Olufsen three years before the iPad.

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