In The World Of Sales, When All Things Appear Equal, The Difference Is You

There is more than one satisfactory solution to a prospects needs.  Many products are equally good and several competitor companies can have stellar reputations.  Guarantees and warranties can be similar and service is frequently over-stated.  Every Salesperson offers the lowest price, the best quality, excellent service and the perfect solution.  With everyone looking the same, the only difference in the sales equation is you.  Let me take a few minutes and talk about five principles that will set you apart from your competition.

1. Listen to your prospect.  Most salespeople tell, thinking that telling is selling.  If you will take the time to listen to what the prospect is telling you, you will know what is important to them.  Once you know what is important to them, you can tailor your presentation to their needs.
2. Understand their situation.  Know precisely what they need to solve their problem.  Ask insightful and probing questions.  Don’t just respond to the first need they present to you.  Discover the whole picture so you know how the solution to this specific need fits with the big picture.
3. Treat your prospect’s company as if it were your own.  What would you do?  What would be the best solution to their problem from your perspective?  Help them assess the relationship between price, quality, and service.  Evaluate all possible solutions and make sure you present the most viable solution.  If your product is not the best solution, make a recommendation and move on.  They will respect you for your honesty and probably give you an opportunity to solve future needs.
4. Through effective questioning, seek to understand the prospects position relating to price and quality.  Very often the prospect becomes so focused on price that they sacrifice value.  Lowest price in most cases is not lowest cost.  Price is what the prospect pays for the product and cost is their total investment using that product.  A salesperson can offer the lowest cost to the customer and yet, have the highest initial price.  Make sure you understand what they need and they understand what you are offering.
5. There is service and then there is real service.  Real service involves you, the salesperson.  It requires your involvement with the customer to insure they are happy and satisfied with their decision to purchase from you.  No one else is responsible for your customer, only you.  The buck stops here.  Others may be involved, but the happiness of your customer rests on your shoulders.  When they know that you care, they will be around for a long time.

The difference between you and every other salesperson is not price, quality or service, it is you.  The difference is found in your ability to solve their problems and your sincere concern for their situation.  The customer knows if you care about them and caring makes all the difference in the world.   When all things are equal, it is the salesperson that makes difference.  Apply these five principles and enjoy the difference.