Differentiate, Stand Out, and EARN Your Price!

What is it that you bring to the table that your competition cannot or will not? What is it that you offer that your prospects, customers, and clients would be willing to stand in line and/or pay a premium to have? What value do you bring to the equation that creates a greater perception of value for your product or service and thus commands a higher price?

Would you buy from you at premium prices? If the answer is yes….and I hope to high heavens that it is….Why?

We are selling in a marketplace today that demands more from sales professionals. Communication tools such as cell phones, email, texting, Tweeting and other forms of Social Media are creating a level of expectation and feedback from our customers that is getting harder and harder to meet. The internet is leveling the playing field as far as access to information. (Everyone can Google you and your competition before you walk in the door.) The result? Buyers that have a higher degree of sophistication (or at least a higher level of belief of their sophistication) than ever before. It used to be said that, “Where there is mystery there is margin!” Well now, the internet has removed much of the mystery about you, your company, your products & services, and your pricing.

If we keep selling into the marketplace the same way that we have in the past, we will get passed up by SMART competitors and passed over by SMART customers.

What can we do to keep up? What can we do to get ahead? What can we do to earn the top margins in our ever changing and competitive marketplace?

Below, please find a list of 7 things (8 more coming on the next blog) that you can start to do today to stand out from the crowd, differentiate yourself (and thus your product/service), and command the respect and attention of prospects, customers, and clients:

1. Start a strict regimen of pre-call preparation.

Do your homework before making that call on any executive or decision maker. Google them, research their industry, read their industry magazines, learn about them and their company. The things that you learn will help you build a platform from which relevant questions and conversation can begin. In order to have something relevant to offer, have something relevant to ask and something relevant to say!

2. Decision maker or decision influencer?

Being clear about with whom it is you are meeting/dealing with before you begin. This will help you build the appropriate value proposition. If you are developing a “champion” or a “flag-bearer” in an account, make sure that the value of your offer speaks to their needs. Typically, the decision maker is motivated by, and thus will act upon a much different set of criteria than those you met on the way in—sell accordingly. Never assume what their motivation is. Always dig, probe, & listen before you diagnose.

3. Make a few phone calls in advance.

I suggest calling anyone who may know anything about an account before actually attending a meeting to get a flavor for what you are about to face. Knowledge is power—power can be leverage. In addition, if there are to be several people in the session, I suggest calling as many of them as possible in advance to discover or uncover any issues or expectations.

4. Speak the customer’s language.

Too many salespeople have a tendency to present their offer in language that is filled with their industry words. The problem? The customer doesn’t know your industry like you do so a “disconnect” or confusion can occur. I suggest that you record your value propositions, presentations, conversations, and questions as often as possible. Get these recordings in the hands of non-industry people and get their opinion. You might be surprised that the reason you are not closing enough sales is that the door to understanding has never been opened due to a language barrier.

5. Read, learn, grow!

Commit to reading a book every month on how to become a better sales professional. You will be amazed at the new moves that you will adopt for your sales success. In addition, read at least 2-3 business or industry magazines every month. You will learn things that you did not know. This can add to your confidence and, if you figure out ways to use this knowledge to differentiate you from the crowd (adding value to your customers) it will add to your commission check!

6. Be the quarterback of your sales efforts.

Someone has to call the plays. Make sure that on every interaction with prospects, customers, and clients you clearly define the purpose of the call and stick to it. When the call purpose is met, clearly identify next steps with the customer in addition to who is responsible for what. You guide the timelines, you run the plays, and you call the shots. The result will be getting to yes faster. (as well as getting to NO faster…see next item.)

7. Ask for the yes once you’ve earned it-but don’t be afraid of the no.

Occasionally, you need to drive your pipeline business further along towards a yes knowing that the result will most likely be a few fresh nos. Is this a bad thing? Absolutely not! Stop wasting time on those who cannot or will not buy from you. A full pipeline of nos is worse than no pipeline at all. The time you invest qualifying OUT the non-buyers will be well spent once it’s re-invested in prospecting for those who can and will say YES!