What makes you different? What sets you apart from the rest? Why should we choose you?
These are questions that we’ve all been asked at one time or another. We’ve asked ourselves these questions to pump ourselves up before a big meeting, we’ve been asked these questions at the end of interviews and, if you work in sales, prospects ask you these questions on a daily basis: I’ve heard that _______ offers the same thing. What makes you different than them? Why should we choose you over them?
When you’re working for a company that you love and you’re selling a product or service that you believe in and see the value in, it’s easy to get defensive when these questions come your way. Just remember that they are doing their job just like you’re doing yours. Take this opportunity to outshine your competition; keep in mind when you’re formulating your responses that if you are being asked these questions, so are they.
So what’s the best way to answer these sorts of questions – that’s what this blog post is about. How can you take these questions and come up with responses that will make them consider and, in the end, choose you over everyone else that they speak to?
- Focus on what you do really well.
Something that we often do at StaffStat is ask our current customers for feedback and testimonials. How else would we know if we’re on the right track? If you aren’t asking for feedback already, consider sending out an email to your customers requesting feedback on the various areas of your business (customer service, system performance, overall satisfaction etc.) so that you know what you and your team are doing well and where you could improve. From there you’ll know what made your customers choose you over the competition and you can use that information to your advantage.
- Tell them what you do differently.
Although you might sell a product or offer a service that’s similar to something else that’s on the market, think about what you do differently than they do. Have you compared your setup or implementation costs to theirs? Do you offer additional services that the competition doesn’t? Does your product or service operate differently than theirs does? If so, in what way?
Setting yourself apart from the competition by outlining what you do differently than they do also helps leads and prospects confirm why it’s worth it for them to pay whatever price you’re proposing for the use of your service or to purchase your product.
- Keep your promises.
This one is huge for me. This point, in my opinion, is also the most important. Keeping your promises, whether they be to your current customers, your leads or those coming down your pipeline in the near future, is a crucial part of creating trust and forming meaningful relationships. It’s important to keep in mind as well that the majority of the prospects that you speak to that come from the same sector speak to each other. Be sure that the information that you’re sharing during one conversation can be applied across the board.