Differentiate, Stand Out and EARN a Higher Price--Part II

Below, please find part II of my last blog. We need to stand out and differentiate ourselves in order to EARN more time and attention from our prospects, customers, and clients and thus EARN more commissions! We started with 7 ideas in the last blog. Here are 8 more ways to get out of your routine and start to create your PPOD (Positive Perception of Difference).

8-Get a coach or a mentor.
This sales game can be tough. Having someone to bounce ideas off and to strategize with will give you a leg up on the competition. Think your good enough to fly solo? Think again! Even Tiger Woods has a coach or two on his team. In this challenging economy, you need someone to re-assess your approach and your skills. Check your ego at the door and get a fresh set of eyes helping you out.

9-Make the CLOSE the natural conclusion to your professional sales process.

Don’t let the “closing” part of your sales cycle be a surprise to your customer. Don’t shy away from it either. Your customer should know that you are there to do business. In order to earn their business, you will have to learn to ask in such a way that it is less painful for both you and the customer. Right now, sit down and write 5 closing questions that transition you from the presentation and negotiation to the action phase of the sales cycle. When you have them written, ask them each aloud 100 times until they become less mysterious and thus, natural. A solid group of rehearsals are necessary for a solid performance! Practice asking for the business and who knows??....perhaps you'll get a chance to perform it more often!

10-Talk Benefits rather than Features.

The customer does not buy quality, service, reliability, innovation, integration, knowledge, experience, teamwork, or the other features that you are tossing out there in an attempt to differentiate your company. They only buy what those things can do for them do what it is that want to accomplish. The sooner you start talking about what they GET rather than what it does, the sooner you begin to earn greater margin. Even better, shut up and listen to them...they'll tell you exactly what it is that they seek. Once they do, help them BUY IT from you!

11-Ask them what will happen if they don’t…..?

Attempt to attach a cost or a price to in-action. When you prospects and customers say they are “staying with the way they currently do things” you need to help them understand that continuing to do what they are currently doing will only get them more of what they are currently getting. If (and this is a big if) you have attached a PAIN to their current situation (from their point of view), then you can attach a FEAR of the future. Your product or service at that point becomes the cure to the PAIN and thus, a peace of mind to the FEAR. There needs to be a bigger perceived risk in NOT taking action than in taking the "leap of faith" with you and your offer. Again, this takes a solid discovery process and a big set of EARS! Listen...then respond.

12-Don’t lie—PERIOD!

The word character is not used enough in professional sales. It needs to be. The world of the Internet has "opened all of our kimonos" so that there are very few secrets anymore. Often your customer will ask a question that they know the answer to just to qualify your character. You must pass the 1st time because you won’t get a second shot. (Remember, they are more aware of their options today) Customers pay more for character and trust—count on it!

13-Quid-Pro-Quo

This Latin term that means “something for something” or “this for that” should be paid close attention to in your dealing with customers. It works both ways. If you are looking for forward movement in the sales cycle or an introduction to others to help you get it, practice quid pro quo from your end first. Give to get! Give a referral, get movement. Give an introduction to a lead; get an introduction further into the customer’s circle of influence. Add value first; get things you value in return. On the flip side we need to understand that when a customer asks us to jump through hoops for them (put together a demo, draw me up an analysis of the benefits, etc.) it is only fair that we now can ask for something in return from them. Example: “We will put together a demonstration of the software, customized to your needs as you requested. If the software performs and meets all of the specifications that we discussed, will you be prepared give us a commitment to move ahead with the purchase that day?”

14-Never make a call without a purpose!

In order to be the most productive with your time and the time of your prospects, customers and clients, have a clear purpose for each of your calls. Don’t visit the customer without the express purpose of bringing something of value to the table or moving the sales cycle forward. Don’t make a call to “just check in” some other nonsense. If you don’t take your call seriously, why should they? By being able to clearly state the purpose of your call and sticking to it, you will become a professional worthy of investing time and money with.

15-Look sharp!

If your product or service is pretty similar to that of your competitions, the little things will often be the deciding factors when deciding who to go with and how much to pay. Don’t underestimate the fact that people initially form a perception about you and your professionalism based upon appearance before you ever get a chance to open your mouth. You want a higher price? Look the part! (Use an iron…it’s becoming a lost art!)

These 15 points are a good start to get you heading towards higher margins and thus, better commissions. You can see that there are no tricks and no shortcuts--and really little rocket science to it. Simply applying more in the areas of focus, self discipline, commitment, and a customer focused approach will change the customer’s perception of value regarding you and thus, your company, product or service.

Of course, you don't have to do any of these things....you could always make a bunch more cold calls! That'll probably work....:)