If your product is better quality, your delivery more reliable, your service is exceptional, and your company is well known, why isn't every prospect for your product or service buying from you?
Why?
Because your competitors have the same qualities. To the eyes of potential customers, you and your competitor look the same.
So when was the last time you saw a marketing material that described a company's reputation, the quality of their product or service, and their exceptional service quality? Can you imagine that company's marketing slogan? "We Don't Even Try!"
Maybe the answer to the question "Why should I buy from you" is not that which makes you better than your competitors, but instead, the things that make you different.
Differentiation can be accomplished in a couple of ways - The first and most obvious differentiator is the aspects of your product and service that is not provided by your competitors - your Unique Selling Proposition. The things that your prospects will miss if they don't buy from you.
The second and perhaps the more important and influential differentiator is the manner in which you describe and discuss the aspects of your product and service, even if they are essentially the same as those provided by your competitors. Sometimes, simply not sounding like your competitors is enough to set you apart from them and give you the slight edge needed to win your prospects.
If your competitors promise fastest delivery (No one can be the fastest). You can position your delivery service for people who can't tolerate delays. Everyone expects things fast. No one wants to put up with delays.
If your competitor talks about helping their customers save money, then you can position your service for people who don't want to spend money unnecessarily. Most people want to save money, but they are more determined not to waste it.
When you discuss the benefits of your product or service from a positive perspective - the pleasure a prospect would derive from them, you run the risk of sounding like your competitors. Examine those benefits from the perspective of what your customer would lose - the PAIN they would experience by not having them. Then, discuss those benefits from the perspective of they pain they help prospects avoid.
People desire pleasure. But, they are more motivated to take action (and buy from you) to avoid pain.
To your success,
Dr. Sales
For more stories and tips on how to sell your products and services more effectively, please follow my page. I will be opening my clinic for consultations soon, so watch out for the announcement.
