When I deal with the sales team of any organization, there is one specific question I like to ask that will tell me how skilled the salesperson is and how good their sales training has been. I ask the question in a private setting, just the two of us. Here is the question:
“I have spoken to your top three competitors and they have told me
why I should do business with them.
I would like to know why I should do business with you.
I want you to give me a two minute commercial on what makes
your company better than your competitors.”
You would be amazed how many times I get AWFUL answers to that question. I think it would be advisable for all companies to spend some time thinking about and answering the following questions:
- What’s Your Competitive Advantage?
- What Are Several Ways Your Customer Service Stands Out?
- Are There Ways You Can Sell Value Instead of Selling Price?
- What Makes You Special?
- What Will Make Your Clients Tell Their Friends About You?
- How Can You Deliver More Than You Promised Your Client?
- Is There Anything You Do Better Than Your Competition?
You can take those 7 questions and roll them all into one: What differentiates you from your competitors? For example: There is a financial planner who has each client’s car detailed while he is conducting their annual review. There is a realtor who has an enormous lunch delivered to her clients when they move into the house they bought from her on their move-in date. There is a remodeling contractor who has his employees clean up the worksite every day to show the respect they have for the client’s home. He gives out a giant “ShopVac” to each client when he is done with the job, to reinforce that message. Would a plumber who put booties over his shoes before entering your house impress you? It sure impressed me. What could you do that would make you “stand out” from your competition?