Commoditized During the Sales Process? Set Yourself Apart

It’s All About Differentiation to Not Get Commoditized During the Sales Process
Unless your product or service is in such high demand that customers can’t get enough — or you face no competition — your sales team must actively differentiate your offering to avoid being commoditized during the sales process. Without clear differentiation, you become just another vendor in a crowded market, leaving yourself vulnerable to relentless pricing pressure.

The reality is that most of us have competitors, and most customers are looking for a fair, if not the best, deal. Equally, most buyers perceive that most offerings are largely interchangeable, believing they have a range of viable alternatives to choose from. The opportunity, however, lies in uncovering a unique differentiator — something that clearly demonstrates why your solution is the one they need, and why it is only available through you.

Yet, solution-selling research and sales rep assessment results consistently show that many salespeople take the wrong approach. Instead of focusing on meaningful differentiation, they rely on price negotiations or generic features, which reinforces the perception that their offering is replaceable. The most effective sales strategies emphasize:

• Understanding the client’s specific needs
• Aligning your solution to those needs in ways competitors cannot match
• Clearly articulating that value in every conversation

Differentiation isn’t just about what you sell — it’s about how your solution addresses your client’s problem, the outcomes you deliver, and the experience of working with your team. It can be as subtle as a proprietary methodology, as practical as faster implementation, or as strategic as a measurable impact on the client’s business goals. Whatever it is, your ability to pinpoint and communicate it consistently determines whether you compete on value — or fight a losing battle on price.

How to Sell “Right”
Business sales training experts emphasize that standing out requires distinguishing both yourself and your offering in ways that truly resonate with your ideal clients. The first step is absolute clarity on what sets your solution apart in the eyes of your buyer. Is it better? Faster? Cheaper? More scalable? Less risky? More convenient? More flexible? Delivered differently? Bundled uniquely?

It’s critical to evaluate the entire “package” from the customer’s perspective. What makes you more than a vendor—what makes you a trusted partner in the deal? Research from Bain, highlighted by our microlearning experts, shows that buyers place significant value on what salespeople personally bring to the table:

• Responsiveness
• Domain expertise
• Genuine commitment to their success

If your unique value isn’t clearly visible in a way that matters most to the buyer, you risk being commoditized. When differentiation is unclear, the buyer’s focus defaults to price — and once that leverage shifts, it’s extremely difficult to regain control of the conversation. Selling “right” means articulating the combination of solution and relationship in a way that only you can deliver, so your value is unmistakable at every stage of the sales process.

What Top Solution Sellers Do to Not Get Commoditized During the Sales Process

Experienced sales managers recognize that average solution sellers tend to simply listen and deliver what buyers ask for. Predictably, they are treated like commodities — interchangeable and vulnerable to price pressure. Top solution sellers operate differently. They possess a strong sales conviction in the superiority of their products and services and communicate that confidence clearly.

These high performers differentiate both themselves and their offerings in ways that directly help clients succeed — solutions competitors cannot match. They create clear separation from the competition, protecting deals from unnecessary price concessions and delays during sales negotiations. By combining professional expertise with personal value, they deliver a compelling package tailored to the customer’s specific needs — something difficult, if not impossible, to replicate elsewhere.

Top Sales Team Excuses for Not Differentiating
We’ve heard them all: “Our offerings are too boring, too complex, or too difficult to differentiate. We just need to win on price.” These are the swan songs of average sellers — those who lack the consultative sales skills to uncover what truly matters to clients, link their solutions to critical pain points, and communicate what sets them apart in a way that resonates.

The next time a sales rep claims your offerings can’t stand out, consider this:

• Water is the ultimate commodity.
• It covers 70% of the earth’s surface.
• In developed countries, it’s readily available in every home.
• It’s tasteless, odorless, and colorless.
• Massive quantities are used for irrigation, manufacturing, and landscaping.

And yet — bottled water costs 2,000 times more than tap water and more than twice the price of a gallon of gasoline. Since 1991, bottled water consumption and sales have surged 312% and 371%, respectively.

The lesson is clear: there’s no such thing as a true commodity. Every product and service can be differentiated in ways that influence what customers buy, who they buy from, and what they are willing to pay.

If people can be convinced that water is unique, your sales team can absolutely uncover compelling ways to position your offering. If differentiation isn’t obvious, it’s time for a sales strategy retreat to define your ideal client profile and articulate your unique value proposition.

The Bottom Line
Customers place the highest value on solutions that address their specific challenges and meet their needs in ways that resonate personally and strategically. Buyers commit to salespeople who clearly and persuasively demonstrate how their solution drives measurable success for both the individual and the business. The more effectively you differentiate your offering in the eyes of your buyer, the easier it becomes to attract qualified leads, build lasting loyalty, and command premium pricing.

If you are not sure if your sellers have what it takes to not get commoditized during the sales process, download How to Improve Your Unique Value Proposition and Differentiation to Set Yourself Apart

by Tristam Brown: CEO

Tristam Brown is an executive business consultant and organizational development expert with more than three decades of experience helping organizations accelerate performance, build high-impact teams, and turn strategy into execution. As CEO of LSA Global, he works with leaders to get and stay aligned™ through research-backed strategy, culture, and talent solutions that produce measurable, business-critical results. See full bio.