CRO Rule #2
If you’re not clear about what makes you worth more, you will always compete on price.
We call it Differentiating Value (DV) and it is a foundational truth to any and all successful selling. In essence, it is the key to what makes you worth more. No DV, no deal…outside of having the lowest price. The reason why? From the Chief Revenue Officer! book:
1. Prospects do not invest the time required to fully understand all of your products or service “brilliance,” and even if they try, they frequently map your promoted feature/benefit data points into their world incorrectly.
Because of that fact…
2. Prospects make better decisions when you translate your unique product or service capabilities into their world for them.