In what ways do you differ from (or are you better than) your competitors?
One of the questions your prospective customers will have in mind is ‘Why should I deal with this person/ business and not one of the others I can choose from?’ While your customers may not ask you this question directly they will ask themselves. Because of this you must have an absolutely clear understanding of the answer.
This means identifying your positive Points of Difference and using them as selling points in your sales process; ideally as part of the initial Engage step (if you use the EASE four-step sales format).
A word of warning – never criticise your competitors; don’t even refer to them by name. Simply identify and present your own positive points.
(The up-coming post for Wednesday 24/12 is Five mistakes to avoid in selling. It's about five of the traps that self-focused salespeople fall for that lose them sales.)
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