Channel Partners: Session Asks, 'Why Should I Buy From You?'

Companies need to identify true differentiation and convey it to prospective customers to survive and strive in a fiercely competitive and crowded market where oftentimes purported differences are all too often similarities, warns one expert.

In today’s session “Why Should I Buy from You?” William Taylor, president of Corporate Ladders and author of the PHONE+ Channel Coach column, will examine in detail what to do and what not to do on the road to finding and promoting and added value to potential buyers.

“Unfortunately, many companies have hidden values and assets, but don’t know how to reach and teach them,” said Taylor. “The big challenge is to find them and explain why they are valuable to the customer.”

The importance of meeting this challenge is heightened, said Taylor, because many companies promote what they think is differentiation, but, in reality, is “the price of admission to doing business,” or is held by competitors as well.

Taylor’s presentation will help attendees locate differentiation and explain to customers, through their sales organization, what it means to them. “If you have excellent customer service as a differentiator, you have to translate that into value and explain its importance to the buyer,” said Taylor.