The best lens through which to see your competitors is that of your customers. Regularly asking customers who and what the alternatives to your solutions are may increase selling effectiveness.
The following questions will help you establish positioning points for a product or service:
— What do you offer the customer that no one else offers? (Points of competitive uniqueness.) Unique advantages of a product or service are rare.
— What do you offer that is demonstratively better than the competition? (Points of competitive advantage.) Advantages are most powerful when you have proof of your advantage’s reality and value.
— Where are you equal with your competitors? (Points of equality.) Calling out an equality may help neutralize a competitor who touts it as an advantage.
— What are your weaknesses that may hinder your offering to the customer? (Points of competitive weakness.) This weakness can be re-positioned as a chosen weakness that highlights the competitive advantage of your offering. A higher price may mean better quality and service.
Being very excited
and motivated about sales, salespeople often want potential clients to know all
of the wonderful features, facts and benefits about their company, products and
services. This leads many salespeople into presentation mode, or as some refer
to it, “pitch mode,” when instead, they should launch into a thorough
Q&A session that will help them build rapport and gain the potential
Leave barraging the client with facts and figures to your competitors. Smart salespeople will ask
questions so they can better understand potential client needs. The
clients will tell you how they perceive their situation by answering your
After listening, sales
reps can then use the client’s terms and tone of voice to represent their
products or services, and use the client’s words to explain how you and your
company can best meet their overall needs and objectives.
Sales is about interaction and there’s no better way to interact with your customer than to meet him or her in person. That’s simply the best way to truly understand customer needs and provide a solution that really matches those needs. It’s win-win.
by Sales executive David Rudnitsky
Sales is about interaction and there’s no better way
to interact with your customer than to meet him or her in person. That’s simply the best way to truly understand
customer needs and provide a solution that really matches those needs. It’s
Meeting the customer strengthens the customer’s confidence in you and paves the
way for a long-term business relationship. It helps you learn what makes your
customers tick and what kinds of challenges they face in their work.
Naturally, that trust has to be earned. You must present your case clearly and
with confidence, take note of your customer’s replies (and actually remember
them next time!) and after the meeting promptly deliver what the customer expects.