Here’s why it’s so important to differentiate yourself from the competition. At the end of the day, you have to stand apart. You need to give customers a reason to choose you over the competition.

Here’s a perfect example. Have you ever been to a trade or a consumer show? I’m sure you have. And, in fact, many of you have probably exhibited in trade or consumer shows, or road shows in malls, and more.

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What ends up happening if you walk in there and you see this endless sea of companies, and people are basically doing the same thing and saying the same thing in the same way. How are they going to stand apart from the competition? How are you going to stand apart from the competition?

We see financial service representatives, insurance people, real estate agents, mortgage brokers, technical sales professionals. All are essentially saying and doing the same thing; selling, essentially, the same products and services.

So what you need to do to win and succeed in sales is to stand apart and differentiate, such that when someone is looking for a service that you provide, they’ll go straight to you.

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