In sales, you must answer all objections, spoken or not. -Tim’s sales axiom #16
Whenever you are meeting with a prospect, the largest unspoken objection/question they have is, “What makes you and/or your product special? Why should I spend my time, money and attention with your company?” Most salespeople try to build their presentation around this question but use platitudes. “Our service is unparalleled.” “We have superior products.” “Our biggest competitive advantage is our people.”
The problem with these platitudes is that every one of your competitors is saying exactly the same thing. Additionally, they are completely subjective. Worst of all, guess who is telling them these platitudes? The very person trying to sell them something. Weird… Is it any wonder that there is a breakdown in trust between prospects and most salespeople?
So how do we differentiate ourselves from all the noise in the market? We must give the Decision Maker an objective way to justify choosing us/our company. (Remember people buy based on emotion. They justify that decision based on logic.) “Because I said so,” isn’t going to cut it. Neither is showing them your company’s
propaganda, errr, I mean brochures.
Tim’s Top 11 Ways To Prove You Are Special
- Show up with a written, personalized agenda and give them a copy of it. This shows that you thought about their business before you came in. You are not just there to “spray and pray.” (Video-gamer reference)
- Let other people say you are special. Having testimonial letters from your happy clients is not a new concept. So why is it, that in the last 22+ years, I have seen maybe a half dozen agent consistently execute this powerful technique? (Spoiler aleart: They were all top producers.)
- Take testimonials to the next level. Instead of just getting a testimonial letter, why not use video? More than once I have had a customer use their iPhone to send me a quick video. (I refuse to have clients who have an Android phone)
- Obtain permission from your clients to reference their name on a list of other businesses that use your products or services.
- Bring value outside of your products every time you meet with them. A few ideas to get you started:
- An article about where health care is headed
- Ideas about implementing telemedicine
- The latest projections for the labor force
- An article about how to lead millennials
- A hot lead for their business
- An introduction to one of your COIs or customers
- Provide articles from outside, independent sources touting your company and/or it’s products.
- Prove that you are a professional by showing knowledge about their business/industry. Ask questions like, “Many of my clients in the widget manufacturing industry are telling me they are having challenges sourcing high-quality widget steel. Has that been a challenge for your company?”
- Bring a document that provides a very clear future of the steps you and your company will undertake when they say yes. This relieves the pressure for them to figure out how to implement your product. It also reiterates how easy it is to do business with you.
- Keep your word. If you promised them further information, get it to them BEFORE the deadline you gave them.
- Send a handwritten thank you note, regardless of the outcome.
- If you didn’t earn their business, ask permission to follow up with them on a predetermined, regular basis. Then DO IT!
- Continue to add value to the relationship on a go-forward basis. (See number 4)
Limited Time And Attention
You are competing for the attention of the Decision Maker. Every salesperson, representing all sorts of products and services, wants to meet with your prospect. Most of them are hacks. Don’t be just another one of the dozens of hacks your prospect deals with. You are a professional, right?!?! Prove there is indeed something that makes you special.