Don't compete on price. Bring an insight the buyer didn't know that reframes how they see their problem -- and naturally leads back to your unique strengths.
Teach For Differentiation
Core Principle
Dixon and Adamson's Teach for Differentiation uses Commercial Teaching to make price secondary. When you bring a counterintuitive insight that reframes the buyer's understanding of their own problem, you become the only one who understands the real issue -- making you the only viable option regardless of price.
Step-by-Step Execution
Example in Action
You: Most companies in your space believe their biggest challenge is generating more leads. But our research across 200 companies like yours shows the real problem is lead-to-close conversion. You actually have enough leads -- you're just losing 70% of them in the first 48 hours because response time is too slow. Prospect: That's... actually really interesting. We've been so focused on lead volume. You: Exactly. And that's why our platform was built specifically around speed-to-lead. We get your team responding in under 5 minutes, which triples conversion rates. The companies using traditional CRMs don't even have this capability. Prospect: What does it cost? You: $2,500/month. But based on your numbers, that's about $30K in recovered revenue per month. Would you like to see a demo?
Practice this technique with an AI-powered roleplay scenario.