Mastering the Art of Selling Commodities: Proven Strategies for Creating Value and Winning Clients

Selling a commodity may seem like a losing battle, but it’s actually your gateway to mastering the most critical skills in sales—making yourself indispensable in a crowded marketplace.

There may be nothing better than selling something that is perceived as a commodity. You might believe that it would be better for you to sell something that is special enough that your prospective clients would beat a path to your door. If this is what you believe, you are looking for a job at Apple—where you won’t make a lot of money.

If you are fortunate enough to have learned how to sell a true commodity, the lack of something special will provide you with a strategic sustainable advantage in a contest with your many competitors.

How to Sell Commodities without Differentiation

When you sell a product that truly stands out, it’s easy to talk about what your competitors are missing. But lacking any product-based point of differentiation offers you a different kind of advantage—one that can make you a better salesperson. Instead of projecting the value of your solution, you are left with nothing other than creating value for your client in a conversation.

Why True Parity Fuels Your Secret Weapon

If you are lucky enough to sell products that have true parity, you and your competitors are all selling the same thing. Your prospective clients are likely to ask you what makes you and your company better than your competitors. To break the parity, look past your product to explain what you do to improve the client’s results.

How to Win by Displacing Competitors in Commodity Sales

If you sell a commodity, every prospective client already has one of your competitors taking care of them. Most of your competitors wish for more virgin clients that are buying for the very first time, but this strategy cannot sustain long-term success in commodity sales. The ability to learn how to displace your competitors will cause you to acquire your dream clients. See Eat Their Lunch: Winning Customers Away from Your Competition.

Building Trust in Commodity Sales: A Key Differentiator

When you sell a commodity, you become what is unique. Your solution is indistinguishable, so it is crucial to bring value to the sales conversation in the form of insights, information, and the results you support. You should give up what others believe is important, like their solutions; you will do better by building trust and relationships.

How to Master Objections and Defend Pricing in Commodity Sales

If you can master objections, you will do well selling a commodity. You are certain to face objections to your price, even if it is only slightly higher. There are a number of ways to handle price objections, including by explaining the significance of the investments you make that your competitors fail to fund. This is how my favorite sales strategy, triangulation, works.

Focusing on Outcomes Instead of Features

In my time selling a commodity, I learned that no one really wants what I’m selling. Instead, my clients (and yours) are buying the strategic outcomes that they need to reach their goals. Let your competitors talk about features and benefit statements while you explain how you ensure your client’s strategic outcomes.

Becoming a Consultative Seller in a Commodity Market

When you lack a unique product or service, you will have to become a consultative seller. You must understand your client’s challenges, recognize their needs, and provide your contacts with the advice and recommendations that will help them make the best decision for their company and their results.

How Execution Sets You Apart in a Commodity Market

The deciding factor that causes the client to buy from you is how you execute the unique value you create for your contacts, buyers, and decision-makers.

Short Version

Core Advantages of Commodity Sales

• Selling commodities is an opportunity to master critical sales skills and become indispensable in a competitive market.
• True product parity forces salespeople to focus on creating genuine value through meaningful conversations rather than relying on product features.

Key Success Strategies

• Success in commodity sales requires learning to effectively displace competitors and acquire dream clients.
• Building trust and relationships becomes the primary differentiator when products are identical.
• Focus on delivering strategic outcomes rather than discussing product features and benefits.

Critical Skills Development

• Mastering how to handle price objections is essential, particularly when dealing with slight price differences.
• Developing consultative selling skills is crucial for understanding client challenges and providing valuable recommendations.
• Superior execution in delivering value to contacts and decision-makers becomes the key factor in winning business.