The 3D Advantage™ Sale

Building competitive advantage in the era of ‘magic bullet’ selling

How good do you need to be at selling in order to win? The answer, of course, is ‘better than the competition’ – whether the competition is another company, another use of the customer’s budget, or simply the status quo.

But beating the competition is extremely difficult, and it’s an arms race that keeps getting harder. In sales, as in elite sports, it requires you to do many things slightly better, rather than just focusing on one thing. Yet, many sales training companies, in their search for the ‘magic bullet’, offer one-dimensional approaches that seem compelling but fail to deliver.