“It is your responsibility to make sure that your customer can tell the difference.” – DJ Sebastian in today’s Tip 1051
Why would your customer buy from you instead of your competitors?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from DJ Sebastian. As a top-producing sales executive for some of the best technology companies, DJ learned that to become great at selling, you must be a great communicator. Now, as a sales coach and author, DJ’s mission is to help the next generation of B2B sales professionals become elite sellers. Here he is:
DJ Sebastian: When you don’t differentiate your solution, you could be selling for your competition. That’s right. You might get your customer excited about a solution similar to yours. But because you didn’t differentiate, your customer could perceive that all solutions are equal and then select your competitor. When your customer says, “I can’t tell the difference, you all look the same.” They are likely to go with the lowest price or the local provider or the sales team they like the best.
To avoid your customers, “You all look the same” reasoning. First, show how your message is different from your competitors. Are you all saying the same thing? Then look at what is unique about you, your company, and your solution. Identify how you can effectively, articulate your unique advantages.
Finally, back it up. Determine how you can prove those unique capabilities. It is your responsibility to make sure that your customer can tell the difference. Don’t assume they’ll just figure it out themselves. Spell it out clearly. Drive those points home throughout your communication. Brainstorm ideas on the best way to highlight your competitive differentiators.
Why would your customer buy from you instead of your competitors? What is unique that makes you the best choice? What can you prove to be unique, different, and better?
Get creative. Competitive advantages are a lot more than just product superiority. Your sales team could be a competitive advantage based on your responsiveness, your industry expertise, and how you guide your customer after the sale. Or your organization’s commitment to continued investment could be very important, so your solution will remain relevant and won’t become obsolete. Finally, articulate a strong vision for the future. This demonstrates that your organization is forward-thinking and positions you as a long-term business partner that stays on top of emerging trends.
Once you’ve done that. Be sure to come back tomorrow for another great sales tip. Thanks for listening!