Creating Differentiated Offerings

Creating Differentiated Offerings
Creating Differentiated Offerings

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To compete in today's complex sales environment, salespeople must go beyond personal and technical effectiveness and serve both their customers and their own organisations as Consultants and Strategists. As Consultants, salespeople have the opportunity to differentiate what they sell, not with lower prices or additional features, but with insights into the customer's business that increase the genuine value of an offering to the customer. Such offerings seldom require discounting by the customer and are difficult to replicate by the competition.

The Creating Differentiated Offerings module of the Sales Advantage Series helps high-performing salespeople avoid the pitfalls of competing on price by effectively differentiating their offering with customers. In this module, sales professionals learn how to look beyond easily commoditised features and services to developing real differentiation based on what the customer values, which is hard for competitors to replicate.

In Creating Differentiated Offerings, salespeople learn how to increase the value of the customer's experience with their offering. Salespeople learn how to improve the way customers shop for, buy, use and replace what they sell in a way that benefits the customer's business and differentiates themselves from their competitors.

Program Outcomes

Creating Differentiated Offerings helps salespeople win and keep more business by improving the customer's buying and usage experience. Salespeople learn how to maintain and expand business in both existing and new accounts. As a business advisor to clients, salespeople create solutions that clients truly value to develop real differentiation.


This half-day module equips the salesperson with the strategies and tools to set themselves apart from the competition. The module uses real accounts for practice and planning.

An optional half-day application session is available immediately following the Creating Differentiated Offerings module. These two experiences combine to create a complete learning and application event, allowing salespeople to put new ideas into practice during and immediately after the training.

The application module can also be used at a later time to reinforce key concepts, share lessons learned and advance the use of this strategic approach with all opportunities.

Enabling Improved Performance

Sales Advantage Series modules feature application, reinforcement and support tools. These tools ensure that salespeople can hone newly acquired skills and behaviours back on the job. Involving sales managers early and training them to coach for improved performance is also fundamental to successful implementation.

To discover how we ensure learning is reinforced and applied for improved performance, see our Learning Transfer Approach.


Organisations that implement the Sales Advantage Series also have access to Wilson Learning measurement and impact evaluation tools. The application session can serve as a leading indicator of behaviour change and potential results. Account planning and coaching tools indicate and demonstrate progress with strategically important accounts.

We are committed to helping you succeed. And we will work with you to set up measurement systems to help move desired change forward and sustain the momentum of your implementation.

Learn more about our Measurement and Evaluation Services.

Series Modules

The Sales Advantage Series modules introduce strategic approaches that equip your sales team to provide greater value to your customers and compete more effectively for business. The modules include:

  • Aligning Sales with Business Value
  • Conducting Strategic Business Calls: Discovering Critical Success Factors
  • Aligning with Customer Buying Behaviours
  • Creating Differentiated Offerings
  • Managing Opportunities
  • Managing Decisions
  • Managing Competition

Modules can be taken independently or as a complete series over time. Participants complete pre-work for each module to better leverage session activities that bring the concepts to life through reflection, case work and application of new tools. Salespeople also work on their own client opportunities to advance their understanding and use of the tools.

This offering, like all others from Wilson Learning, can be customised to reflect your sales environment and business priorities and can be integrated with your sales process.

Other Solutions That May Interest You
 Aligning with Customer Buying Behaviours
 Conducting Strategic Business Calls: Discovering Critical Success Factors
 The Counsellor Salesperson
 Managing Competition
 Managing Decisions
 Managing Opportunities
 Sales Advantage Series

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