Ok, firstly, we need to be honest about the fact that you are probably trying to sell products and services that are very similar to your competitors. If not exactly, then the differences are probably too slight for prospective customers to identify.
If you can only talk to your prospective customers about these features and benefits, you will very often be lining yourself up for a cost comparison fight, and it will become all about the best price.
Even unique features aren’t a guaranteed deal winner. (And if the feature is so good, your competitors will soon add it).
So how do you stand out?
How do you make your company, products & services the number one choice?
In simple terms, it’s about showing your customers that you really do understand their challenges and making sure you can tell them how your product and service can help them.
Why? Because when you do this, customers rightly understand that they’re buying more than just your product and service, they’re also getting a trusted partner, who could very well help with the growth of their business, even if it’s not implicitly agreed.
To show that you understand your customers, requires you to get very focused on a few specific customer types, and just as important, start to understand who at those target customers really make the buying decision and who helps influence.
If you can show that you understand and can help solve, the challenges of these specific targets, you will start to win their trust and your company will be preferred above other options.
Get started:
Prioritise target customers:
- Which industries do you have experience work in?
- Which industries do you have most knowledge about the challenges that companies in those sectors face?
- Do you have any existing customers that would act as a reference for you, and what industry are they in?
Know your targets intimately:
- Know the industry
- Know the strategy and objectives of your customer
- Know the challenges of the users of your product or service
- Know the challenges of the ultimate purchase decision maker
In the end, you will be selling to an individual. Make it personal.