It is without a doubt evident that we live in a more and more digitalised world, which has significantly affected our daily lives and routines in several ways. This digital transformation has also affected Sales, primarily by shifting the “balance of power” between seller and buyer in favour of the latter.
In my previous blog post, I wrote about the lack of differentiation between companies, which leaves the potential customers “swimming in a sea of sameness”, making difficult for them to reach to a decision, as they can’t easily find value.
Read more: Can the use of Best Practices reduce Profit Margins?
During the Christmas holidays I read “Lost in a sea of sameness”, a very interesting white paper from Danheiser, Kelly and Johnston regarding the lack of differentiation in the telecommunications industry.
Whenever we go to a doctor once we are faced with a health issue, he/she asks about the symptoms that we have, about our medical history, or even about our habits, prior to proceeding with the examination itself.
How many times have we all been inside a shop looking around, not sure if we are going to buy or not, when a salesperson approaches us asking: “May I help you?”, only to get from us the most typical answer: “No thank you, I’m just looking!”