If you want to close the sale, get the job, and have consumers choose your company, you must offer a compelling story or have an undeniable reason why you are the obvious choice. So, the real question is: How do you differentiate yourself from your competitors? If you and your sales team can't easily define your winning value proposition, then you don't have one. You will need to differentiate yourself in a variety of different ways if you want to succeed in an ever-changing and competitive market. It really starts with how consumers find you. The best way for new customers to find your company is by referral. You did such an outstanding job for a friend or family member that they felt compelled to recommend you or your company. How powerful is your referral program? Do the majority of your new leads come from referrals?
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