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Craft Your Sales Pitch with Competitive Differentiation

via LinkedIn Learning


Learn how to add value and differentiate a sales pitch. Explore crafting an opening statement, asking the right questions, and asking for the business.

Competitive differentiation is crucial to high-margin sales that close quickly. When customers view you, your organization, and your product as something truly special—and not just a commodity—you can avoid price concessions and win more business. Lack of competitive differentiation results in an endless sales process—and the decision nearly always comes down to price. In this course, learn how to add value and differentiate yourself from the first call to the proposal. Authors and leadership experts Lisa Earle McLeod and Elizabeth McLeod cover everything from crafting your opening statement, to asking the right questions, to asking your clients for their business.


  • Welcome
1. Assessing Yourself
  • Are you a differentiated rep?
  • Is your organization differentiated?
  • How can you differentiate your organization?
2. Differentiating Yourself
  • Setting yourself apart
  • Product expertise
  • Differentiating your language
  • Adding value before collecting revenue
3. Differentiating During the Sales Process
  • Sticking to a differentiated sales process
  • Unpacking the buyer's journey
  • Differentiating in the first meeting
  • Building relationships that last
  • Asking the right questions
  • Talking about the competition
4. Differentiating Your Deck
  • Pitching kills your presentation
  • Opening your presentation
  • Customizing your deck
  • Asking for the business
  • Differentiating your written proposal
5. Differentiating Inside Your Organization
  • Differentiating with your boss and peers
  • Inspiring differentiation in your product
  • Cultivating differentiation on your team
  • Next steps

Taught by

Lisa Earle McLeod and Elizabeth (McLeod) Lotardo

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