LOS ANGELES — “You guys are all the same.”

Through the years, industry sales teams have all heard these difficult words. For the most part, our fine troops shake their heads, pull up a thin smile and dance around the objection their potential customer has placed before them.

Other than “the price objection,” specific service and product differentiation is the most obvious, yet seldom answered, hurdle. With today’s more savvy consumer, it is potentially our most important hurdle—and at the same time, possibly our biggest opportunity.

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