Becoming the clear winner boils down to what is important to your customer.
The world is a competitive place. There are in most cases way too many choices. We can get caught up in comparing both what we are buying and what we are selling with all the choices available.
The first thing that comes to mind when we start comparing things and the process of elimination is the list of things that we don’t want or the prospect doesn’t want.
When we approach our choices from that point of view, it can be overwhelming. When we approach our prospects from that point of view, it is hard for them to know why we are different.
For example, if I’m buying washing detergent, I don’t want my clothes to remain dirty. All the detergents, in that case, will work because they get clothes clean. If I only consider that I’ve done nothing to make the choices any fewer. But, if I think instead of what is important to me, I’ll begin to rank things in order of importance, and I’ll be able to pick a winner. For example, I want something dye-free, I want something that leaves my clothes smelling great, etc.
If you want to help your prospects make the best decisions and maintain a high level of customer satisfaction, begin asking and delivering what they do want. Ignore the trap of it does what everyone else’s does and ask them the question, “What’s important to you?” when you ask this, it’s easy to eliminate the other choices and get to a real solution. You can become a clear winner.
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