Sandler Rule #2: If Your Competition Does It, Stop Doing It Right Away
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If your competition does it, stop doing it right away. It's a pretty straightforward Sandler rule here, but it's very important because you have to differentiate yourself from the competition throughout the sales process. If everybody says they have great customer service, if everybody says they're a great value for the price, then the buyer has no idea how to choose between the two. You should zig when everybody else is zagging to give you a better chance at making the sale.
Discuss this rule with your sales team and think about how you can apply it in your sales process. Find the book How To Sell To The Modern Buyer discussion guides and the full list of Sandler Rules at sandler.com/rules.