Not All Differences Are Created Equal

Think all differentiation drives decisions? Think again.

Sellers are trained to highlight their strengths across every attribute. But new research—based on more than 120,000 buyer ratings—shows that most of those efforts don’t actually influence outcomes.

Buyers don’t weigh all solution attributes equally. In fact, just a few tipping points determine who wins the deal—and who loses it.

To compete more effectively, your team needs to:

• Know which attributes buyers care about most
• Focus messaging on areas that inspire confidence and reduce risk
• Avoid over-investing in capabilities that don’t sway decisions

In this Winsight, you’ll discover where differentiation gives you a true winning edge.