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Dale Merrill, Scott Savage, Jennifer Colosimo and Randy Illig
Strikingly Different Selling
6 Vital Skills to Stand Out and Sell More
FranklinCovey Publishing, 2022
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How can you convince B2B firms to buy from you if your firm looks like all your competitors? Become “strikingly different.”
Recommendation
If you think most B2B service offerings sell themselves the same way, you’re right – but you don’t have to join the herd. Dale Merrill, Scott Savage, Jennifer Colosimo and Randy Illig reviewed the online presentations of five leading B2B professional services firms. The websites looked the same. Even when the authors switched around the firms’ names and logos, nothing about the message changed. Such uniformity makes it tough for B2B salespeople to convince prospects they offer something distinctive. The authors explain how salespeople can distinguish themselves and their companies to stand apart from their look-alike rivals – and to sell their individual services.
Summary
About the Authors
Dale Merrill is a global managing director at FranklinCovey. Jennifer Colosimo is the president of FranklinCovey’s Enterprise Division. Randy Illig is a sales performance expert at FranklinCovey, and Scott Savage is a consultant and public speaker on sales, leadership and negotiation.
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