marketing + sales: Your Differentiating Sales Factor Makes for Sales Success

While doing some recent sales training I was asked the following question: "Ryan, if every one of us in this room offers, for the most part, the same things at the same price points, what make one of us better than the other?"

My answer was simple: the salesperson. Every salesperson has what I like to call a "Differentiating Sales Factor (DSF)." This is what makes him or her unique. See, people can copy your ideas and duplicate your offerings, but they cannot be you. They cannot replicate your DNA. Basically, if your offerings are the same as the person you are competing with, then you are the X-factor. The question is: Which one of you is more skilled in your craft? It is that simple.

Because we live in a world that operates on information overload, it can be difficult to get and keep someone's attention. This is where your DSF can help. Learn to connect with others by being yourself. We all face stress and need downtime. We all want to work with people we trust and who make our lives easier. We all like to laugh and enjoy what we do. So, why don't we "sell" to others in such a manner? And, yes, you are selling the brand of you—your DSF.

Approach your sales activities with the mindset of a successful marketer. Strong marketers do research, are creative in approach, gather quality information, promote their brand and demonstrate clear value over the competition. Many of you have heard of B2B marketing or B2C marketing. I am going to propose a new concept to consider in 2014: H2H, or human-to-human marketing. You must demonstrate your DSF and value to the other person in a way that is universal. Be passionate and creative. Have integrity and strong character. Add some fun or humor to the process of work. Be determined and persistent, but not a pest. Finally, be authentic, so they see you as the real deal and unique in your approach. Such universal qualities that you make your own help to build trust. People do not buy printing, promotional products, etc. They buy trust, headache relief and peace of mind. And they are buying you, as you are the face of where they are putting their trust.