Your sales team is struggling, but not for the reasons you might think. You've put money into training, set up good processes, and hired skilled people. Yet something still feels off. Your team's message isn’t connecting with the market. Deals take longer to close, and too many end with price as the main factor.
Here's the hard truth: In today's tough B2B market, your sales messages likely blend in with the crowd.
The Hidden Cost of Sameness
Think about the last sales presentation your team delivered. Did it showcase what makes your company special? Did it highlight your better benefits? Also, did it point out your great customer service? If so, you're ironically contributing to your own commoditization.
When every company says they are innovative or customer-focused, they often aren't. Your buyers have heard it all before. Their skepticism grows with each pitch that sounds the same as the last.
This messaging muddle isn't just frustrating – it's expensive. It manifests in:
- Longer sales cycles as buyers struggle to differentiate between options
- Increased price pressure because value propositions aren't resonating
- Lost deals to competitors who might actually be inferior solutions
- Growing frustration within your sales team
Why Traditional Solutions Fall Short
Many companies respond to this challenge by doubling down on differentiation. They create unique selling propositions that stand out. They also make detailed comparison charts. Plus, they train their sales teams to highlight their differences strongly.
But here's the paradox: The harder you try to stand out, the more you sound like everyone else who's trying to stand out.
Even strong business systems like EOS™ are great for internal alignment. But they don't automatically fix the problem of external messaging. Your team can be aligned on your value proposition. But, it won't help if prospects see it as the same as your competitors'.
A Revolutionary Approach: The Sifter Message
What if, instead of immediately trying to differentiate yourself, you did something counterintuitive? What if you started by acknowledging how you're similar to your competitors?
This is the foundation of what I call the Sifter Message. Instead of fighting your prospects' natural skepticism, you lean into it. You see what’s shared in your industry. Then, you steer the talk to the real differences that matter to your best customers.
Even more revolutionary, the Sifter Message actively discourages certain prospects from buying. This may seem risky, but it's a great way to target the right customers. These people will benefit from your solution and create strong, profitable partnerships.
The Path Forward
Implementing this approach requires courage. It means being ready to give up some business now. This helps create a stronger and more profitable customer base later. But the results can be transformative:
- Shorter sales cycles because you're working with better-fit prospects
- Higher margins because you're not competing solely on price
- More confident sales teams because they're having more authentic conversations
- Stronger customer relationships built on trust and transparency
First, recognize that your current messaging may be causing your commoditization. The next is being willing to try a fundamentally different approach.
Ready to Learn More?
I made a video that shows how to use this approach in your organization. It offers practical steps to change your sales messaging. You can use these steps to escape the commodity trap.
Check out "The Sales Integrator" video on my LinkedIn profile. You can also watch it directly here: [Direct to Video]. It's time to help your sales team stand out in ways that matter to your buyers.
