Service, quality, and price don’t matter.

If you’re talking about service, quality, or price in your sales and marketing as a differentiator, you are doing the opposite…you’re presenting yourself like everyone else.

This trifecta of over-marketed jargon isn’t important. As a company you should have the best quality of product or service. Your price should be competitive. Your service should be the best. These aren’t “nice to haves” anymore. They aren’t differentiators; they are necessities for companies to be successful.

Instead, sales and marketing should target the problems that your products or services solve. What truly differentiates your company from competitors are the people, experiences and value that constitute the buying process. Focus sales and marketing messaging here and results will change.