Avoid the Parity Trap

Presented by

Doug Hutton, Corporate Visions, and Dr. Nick Lee, Warwick Business School

About this talk

No one wants to believe your solutions are the same as your competitors. Yet, in well-defined categories, multiple companies can feasibly do the same job with similar capabilities and pricing. How do you avoid this parity trap and create the competitive separation you need to stand out? How do you position your solution in a way that persuades buyers to choose you? Join this B2B DecisionLabs webinar based on a brand-new behavioral research study conducted with 400 B2B decision-makers. Join Doug Hutton, SVP of Products, and Dr. Nick Lee, behavioral scientist and Professor of Marketing at Warwick Business School, to discover: - How positioning the exact same features in different ways can completely change your buyer’s perception of value and preference for you. - What popular approach to value propositions turns out to be the biggest loser across every measure. - Why the popular adage “less is more” may be the exact wrong advice, and a concept called “telling details” changes everything you may have believed.

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Corporate Visions, Inc. is the leading provider of science-backed sales, marketing, and customer success training and consulting services. Global B2B companies work with Corporate Visions to articulate value in their customer conversations in three ways: - Make Value Situational by distinguishing between customer acquisition and customer expansion - Make Value Specific by aligning conversations with the Customer Deciding Journey - Make Value Systematic by unifying marketing, sales, and customer success to speak in one voice