Differentiators vs Features - Stop Bad Pitches

By John Honovich, Published Nov 06, 2015, 12:00am EST (Info+)

Most sales pitches are bad.

Most confuse differentiators and features.

We receive many pitches and the most fundamental problem we see, over and over again, is that companies confuse differentiators with features, even when we explicitly request them to tell us their differentiators.

In this note, we explain the key differences, provide examples for video surveillance products and offer guidance on how to radically improve one's pitches.

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Comments (44)

Your comments on LightFinder being table stakes in top tier cameras are on the money. I think if investigated closely, you might find similar a state with Zipstream. The feature is well marketed but bench-marking Zipstream bandwidth performance against products top tier available in the broad market may prove it is not a true differentiator.

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"The feature is well marketed but bench-marking Zipstream bandwidth performance against products top tier available in the broad market may prove it is not a true differentiator."

You have evidence to support your contention? We have test results. We test bandwidth consumption for cameras continuously and Zipstream is a clear and major breakthrough compared to everything else tested, primarily because of the dynamic I frame control.

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Zipstream vs H.264+ would be an interesting test.

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Already done, not released. High level - Hikvision H.264+ reduces bandwidth but not close to the level of Zipstream. I recall Ethan saying one issue is that there are minimal controls and not enough clarity about what Hikvision is actually doing in their implementation. Ethan did meet with Hikvision R&D 2 days ago, so he should have some more feedback when he flies back.

That said, H.264+ still seems to have value, as there are only a few even attempting to do it. Let me know when Avigilon's Zipstream release is out. Thanks.

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Let me know when Avigilon's Zipstream release is out. Thanks.

You're still testing/comparing with EOL cameras so not don't have my hopes up for you test anything new from Avigilon.

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The last Avigilon test we did was the HD Micro Dome Test. Is that EOL?

Also, yes or no, does Avigilon offer a smart codec?

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The last Avigilon test we did was the HD Micro Dome Test. Is that EOL?

This one is

Also, yes or no, does Avigilon offer a smart codec?

Sorry I can't answer that question for you :)

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The answers are no and no.

When Avigilon releases a smart codec, we will test it.

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No to what? This is camera is EOL ? 3.0W-H3A-BO1

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Mike, we test cameras when they are in production. That camera was tested when it was in production. Eventually, all cameras are EOLed.

This is off topic of differentiators. If you want to debate this further, please start a new discussion and I'll link to it here.

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Just answering your questions as their is nothing to dedate.

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Mike, your criticism that we tested a camera that was in production when we tested it but now EOLed is absurd. Think about it. And off topic. Don't post again about this.

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Let me know when Avigilon's Zipstream release is out. Thanks.

You started this John not me remember. Have a good day :)

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John,

Would you agree that Avigilon's HDSM is a fair differentiator for bandwidth management at the client side? Arguably, this is becoming increasing important as customers are expecting the same client experience with remote viewing as well.

Would love to see a full resolution 4K remote viewing comparison between VMSes.

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Which version of HDSM? HDSM JPEG2000? HDSM Multi-streaming? HDSM 2.0 / H.264 Pro cameras?

The multi-streaming version is not a significant differentiator as most VMSes support that.

The newer HDSM 2.0 one might but Avigilon always been obtuse about how it works and what tradeoffs might be involved.

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Im not splitting hairs. The network traffic data behind it isn't ambiguous. The "differentiator" is this: with multi streaming on most VMSs, I need to dictate how the Ferrari 4K camera my customer just purchased needs to look like a 2.0 MP if I'm trying to view remotely. Connect a 4K camera to Avigilon and another VMS and then view them both remotely. Compare bandwidth on a full resolution image across both.

IPVM committed to provide a comparison of VMSs, and mentioned that it was already underway back in June, so I'm probably not telling anything you don't already know, but I'm sure your data shows that most VMSs are binary. LAN, full resolution - WAN, predetermined down sampled stream. Avigilon juggles between two streams regardless of WAN or LAN and sends bite sized chunks at full resolution when the client's use dictates such.

let me know if you'd like me to send a link for the white paper on HDSM or the 1:30 YouTube video that describes it.

In a nutshell, I agree with the thesis of your article here, John. Which is, talk is cheap. If someone claims that their product can do X, prove it. Show the data. Do a head to head comparison. Companies claim they have uber accurate analytics? Perfect. Hang em side by side and compare the data. Urge the end user to make the most informed and educated decision based on their use case and don't be afraid to prove it's real and not fluff. If you're an end user, demand a long term demo from the companies you're evaluating. If you don't trust sales people, then get the magician out of the room - play with it yourself and ask questions.

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The perfect argument. The question is "how does Zipstream/h.264+/h.265 benefit the customer?

If the project is 64 cameras, 90 days storage at full resolution and weak infrastructure I would be living on this for the overall savings that will offset the camera cost.

If the project was 64 cameras, 1 week storage and all home run I might pick a less expensive camera if I wanted to win unless there was something else I could bring to the table, which is where I would turn to first.

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h.265 even more so...

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Great piece John.

Some unsolicited advice for everyone that is commenting: under the "don't have any" category, make sure your differentiators are as close to being objective as possible. Even though it's about you and/or your company, it's still important to make sure they're objective.

Looking forward to the discussion!

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Chris,

This reminded of when we discussed differentiators for integrators for the sales class. There is a similar problem there.

"Mr Integrator, what are your top differentiators?"

"High quality, Customer support, Knowledgeable, etc."

Many integrators default to that type of generic response, which makes it hard to truly standout.

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As a sales person sometimes all the cards are in your deck and sometimes only the one you need. I have always used two methods. FAB and 123. I'm simple minded, what can I say. I didn't create these. FAB is old school

Features is a list and it can be long. Advantages isn't what you have over your competitor, it what your prospect sees as useful as you make your case for

Benefits. Your competition may have 100 features and the prospect might need the one you have that they don't.

123...Sell yourself since people buy from people. I don't mention what the others can or don't do. It's too easy to be wrong and why sell them in a call? You aren't there for them.

Sell your company. The others aren't your company. What does your company bring to the table that will Benefit the prospect. You could be amazing, and your company hires and trains amazing people. Or, you can convince the prospect that they are lucky to have the shining star in the company because many of your coworkers are idiots....

Lastly.....sell the solution which is all about the benefits that the prospect sees as important.

I just had a large win against a very dominant competitor. Customer reason....we (the company) were the most responsive and that was the most important decision factor. His "benefit".

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"we (the company) were the most responsive and that was the most important decision factor."

Agree with this, as long as your product is in striking distance of the competitor, the level of service / support / commitment of a company's sales team can win the deal.

3VR's biggest win (probably even now), Wells Fargo, was won that way. We had a great sales person, super dedicated, and I worked really hard to support him in getting the features we needed to be close enough to close the deal over Verint and March who were (back in ~2005) much farther ahead.

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Close enough on product and price, no feature advantage and slightly higher in cost. It was all about the team support.

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Please let us know the name of this person so we can all try to get him/her on the team!

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Great post on what some of us sales people trip on often. It is difficult to sales people to be fully aware of the competitions functionality which is why it is a good idea to focus on your product and not bash the competition.

A perfect example is dynamic frame rate functionality, this is not new, IndigoVision has been doing this for years. (Yes, I work at IndigoVision)

The best way to see what camera is best for a challenging application is to test them in that application. Lighting conditions are different in each application and many images may be good enough, but bit rates will vary (as you show in your tests) and that can be a critical parameter in the application.

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Chuck, Axis is doing something different than "dynamic frame rate". They are keeping the frame rate constant but adjusting the I frame interval. In your case, the frame rate drops. In Axis case, the frame rate stays the same, but the I frame interval lengthens.

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Thank you John for this insightful advice. Our industry is plagued by confusion over feature sets that frequently have no relevant bearing on the customer's actual application. In my opinion, the most significant differentiator needs to lie with the integrator himself. It is the integrator whose job it is to understand, pitch, explain, and finally apply the correct solution for any given customer's needs. It is the integrator's conversion of a pallet-load of boxes into a value-added solution that is what the customer actually wants, but sometimes does not or cannot easily express. It is the integrator that needs to be there to support each one of his customers' sites in the future. Frequently, I think there is much too much emphasis on the minutia of one manufacturer's feature set to another, and not nearly enough emphasis on who is on the other end of the phone line when the customer needs support.

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Robert, good points.

From the integrator side, leading with product features is especially risky, because even if you convince them that the product is way better than anything else, for almost any product, there are a dozen other integrators who can supply them the product, and often at a a lower cost, especially after you invested the time into campaigning for it.

Net/net, I am not saying an integrator should not pitch the product but, as Robert says, you need to make sure you clearly differentiate yourself as the integrator first.

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Comparative pitches are so "north american". I'd rather a vendor make a pitch extolling the benefits of their product on its own merits - and back it up with real, tangible data that validates their claims. The moment they compare themselves to others, they lose my attention. Advertising or pitches that cast competitors in a negative light rarely attract attention when the shot-gun gets "racked". It's a good sales person who can compel me to look at their product without trashing or throwing vendors under the proverbial "bus".

When I sell, I do it on the technical and cost merits of our product. Comparing myself only shows an insecurity in my product (and I do believe in it). All that said, there are audiences that will only be swayed (based upon our love of schadenfreunde) to seeing it piled on - I feel for them. Sell on your merits and counter negative claims with truth - it will set you free to do more business.

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3, that's fascinating feedback!

I agree that a presentation built around "Here are the top 5 reasons my competitor sucks" is risky and potentially turns people off.

On the other hand, making clear what your differentiators are in a positive light, has value.

For example:

Bad - "IPVM's competitors are morons who take bribes from manufacturers and cannot be trusted."

Good - "IPVM is the only resource that does independent comparative camera testing that lets you see how much better or worse leading choices are before you buy."

I am with you on extolling the benefits etc. but my concern is that you list 5 real but general benefits and the customer determines, yeah we get the same thing from your competitor at half the price.

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It's true that bashing the competition without knowing the audience is extremely risky. However, if you can develop the relationship with the prospect to the point where they are at ease with you, a seemingly ad-lib line like

"Here are the top 5 reasons my competitor sucks."

might actually bring down the house and make the sale, especially when followed with the earnest

"No, they don't suck. Actually they get a lot right. For instance ... The problem that I see in your case though is ...."

The best thing you can do when the competition has a recognized competency is to acknowledge it, before explaining why it might be less critical in this case.

It makes you appear humble, it validates what they think, and makes them more open to listen to you AND to share their real concerns, which is equally important.

Again, this is relationship/personality driven, there are those as John has mentioned in the past who come in, show no weakness and take no prisoners, and act like the deal is closed from their opening statement. And sometimes they get the biz.

It must be fun to be like that. But I don't think it pays off.

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There are plenty of ways to highlight your products capacity and ability - certainly, when other products have the same abilities as your product, you should highlight how you do it "differently" or more "uniquely" without even naming your vendor. If the competing vendor has a documented deficiency, I don't think it is unreasonable to indicate that to your customer. The real issue here is that we most often lead with the negative (much like the corpus of our body politic).

Just like my mother used to say, you show your lack of intelligence when you seek to destroy others through language or pejorative compare.

What is it that makes your product the best, highlight that, and ONLY when the customer seeks to compare, show where you exceed (not what they don't do well) your competitor.

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"What is it that makes your product the best, highlight that, and ONLY when the customer seeks to compare, show where you exceed (not what they don't do well) your competitor."

Let's take a practical example. I am an Avigilon salesperson (imagine) and a user is asking about outdoor analytics. So I am going to say "Avigilon analytics work great outdoors" but I should not say "Axis analytics have false alerts problems outdoors" even if that is true?

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I'll jump in since this is just theoretical anyway.

If I were an Avigilon sales person and I was asked about perimeter video analytics I'd lead with "We have thousands of channels deployed", followed by "We have some of the most significant patents on this technology" Our solution is 100% integrated so there won't be any issues with integration or operation. It's really cool stuff and challenging at the same time.

Why would I mention AXIS? If I had to compare, because someone else had gone in with AXIS I might say something like "They do that too, I believe they even have some of it using our patents licensed to them" thus making my company the de-facto expert.

If I were an Avigilon sales person. Of course, I am not.

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Totally agree. Set the standard based on the need. Knowing that others will fall short, you don't need to blast them...just insist on the burden of proof. As in, proof of concept and references.

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Everybody has references. BRS Labs has references. Arecont has references. That does not mean the products do not have problems.

Also, proof of concepts can be risky especialyif the customer does not know what problems to look for. Too often, it is 'throw up it for an afternoon or day, good enough' when, in reality, important problems are not revealed.

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Completely agree with this approach. You don't have to bash competitive product. Set the bar high for the guy or gal that has to demo their product after you by showing what your product can do that you're confident that theirs cannot. That's how you really leverage differentiators..... Stream a 16 MP over your phone's hotspot. Search recorded video based on analytics objects instead of everyone else's pixel motion, talk about 24/7 tech support that they can call into without paying SSAs, etc...

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True enough. And good to remember is this: prospects are trained by salespeople unintentionally over time to understand what is going on.

So when you emphasize Avigilon's strong outdoor capabilities in a presentation, most prospects know the hidden subtext: somebody's else's must suck. So there is no need to be heavy handed about it.

After your prepared outline is finished and if it's important to them, they will dig deeper, and you can candidly deliver your non-PowerPoint 'bullets'.

That way you keep the negativity just where it is needed, and not come off as being angry or unduly challenging.

Like I tell my kids,"Those who can, delineate; those who can't, derogate"

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I often get asked in a presentation "How do you compare to XYZ" and my normal answer is "I don't really keep current on my competitors, but I can discuss what we can do for you. Did they show you something you thought would benefit you"?

It can be taken wrong and a courteous smile helps overcome. Sometimes I have to explain I'm busy enough keeping track of my features, and I'm sure I would make a mistake discussing someone else's.

Take back control of the sales call, that is why you are there. Would you tell your doctor...."Hey, thanks for seeing me and the other guy said XYZ, do you agree"?

Trashing the competition rarely works but I've heard it can be temporarily emotionally and not financially rewarding :)

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So you are saying you don't have any differentiators? :)

Would you tell your doctor...."Hey, thanks for seeing me and the other guy said XYZ, do you agree"?

Yes, absolutely, second opinion, common technique. I'd also tell them resource X or Y says A or B, to see what they have to say.

"Trashing the competition rarely works but I've heard it can be temporarily emotionally and not financially rewarding :)"

So if Genetec says "We are the only company who does cloud based LPR integrated directly into our VMS." Is that trashing the competition or is that stating a valid fact?

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So you are saying you don't have any differentiators? :)

All lives matter

Would you tell your doctor...."Hey, thanks for seeing me and the other guy said XYZ, do you agree"?

I would allow him/her to examine and then state his observations. From there I would mention other knowledge and see the results/reaction. I would hope the doctor would start with "What seems to be the problem"?

Yes, absolutely, second opinion, common technique. I'd also tell them resource X or Y says A or B, to see what they have to say.

Before or after they questioned/examined you? I think we are doing the same!

"Trashing the competition rarely works but I've heard it can be temporarily emotionally and not financially rewarding :)"

So if Genetec says "We are the only company who does cloud based LPR integrated directly into our VMS." Is that trashing the competition or is that stating a valid fact?

That would be a fact and should be presented, unless the end user had no intent of ever deploying LPR. (see 'glazed over eyes') If they said "that other stuff is just a bunch of cheap, commie, Chinese crapola" then I think they would lose some credibility.

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I love articles like these because it gets to the heart of what I feel the biggest issue is, which is the problem we have as an industry. There are a lot of talented people out there...I know many of them...but the biggest problem IMHO is more about not understanding the "why" when presenting to our potential clients. Features, services, price, differentiators...they are all important but only after you understand the "why". The clients are looking to buy for a reason, but if you don't fully understand the big picture "why", you'll be shooting from the hip and focused on things that might not matter at all.

I agree that understanding the difference between features and differentiators is critical, but it's still not enough. Let your own personal differentiator be your willingness / ability to fully understand the things your client might not even be thinking about with regard to the bigger picture, and then you'll see a real shift that makes a bigger impact than having that one cool feature that no one else has...yet.

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"then you'll see a real shift that makes a bigger impact than having that one cool feature that no one else has...yet."

This approach works best with services that you provide directly (e.g., integration).

The focus of this article is products and, with a product, especially the ones that are typically sold indirect, you cannot generally take that approach outside of mega accounts.

If you are a product manufacturer and your main differentiator is that you are better at asking 'why', but have no technical advantages, life is going to be tough.

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"Never mention the competition unless it comes up specifically". When it does acknowledge in a positive way and use a differentiator. Especially when the prospect reached out to you. They may not even have known that competitor existed until you jammed your foot in your mouth. I love when I hear the competition talking about me. It means I'm under their skin and doing something right enough to be part of their sales pitch. Its like free advertising even if its negative trash. The prospect now knows what competitor has your attention and they investigate on their own. Every buyer knows sales people lie ( It is a common perception, true do or not). Decision makers are not as stupid as one may think. You may just open another option they were unaware of before you vented your frustration go ahead talk trash!!!

I worked for a small Mobile Electronics manufacture (Memphis Car Audio) 20+ years ago in sales, in a Prior life. We would love being at CES in Vegas and hear customers come into the booth because another manufacture told them they were as good as us in their sales pitch. As soon as you mention a competitor you lost your prospects attention and your own credibility.

When I'm at a show and hear a competitor in a sales pitch its a must stop if a competitor has their attention its worth my time!!!!!!

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