Return On Intelligence is an
international research consultancy
dedicated to providing, customized
research solutions and experienced,
objective advice to optimize sales
results for businesses of all sizes.
We work with our customers
to help them improve through the
following sales
enablers.
Increase sales, increase profit,
develop sales strategies.
New and
innovative
sales strategies and tactics
that will improve sales productivity
through better sales planning
and provide leadership coaching
that will lead
to improved
skills for coaching sales teams.
A winning strategic and
tactical plan that will continue
contributing to
company growth
long after our engagement.
|
FINDING YOUR KEY DIFFERENTIATOR
When sitting across the desk from a potential customer, how well do you demonstrate “What sets you apart from the other vendors he may be considering.
So here you are sitting with the prospect all alone, no audio visual support, without your support team no hand outs and no proposals or props.
At this point and probably throughout the sales process YOU ARE THE KEY DIFFERENTIATOR. Its you, it’s how you act, dress ,respond, understand, questions you ask and your ability to just get it. To be able to see and understand what the prospect is trying to accomplish. What their problem is, the urgency of the issue and the business value as well as personal value of solving the problem.
It’s not your web site, reputation, literature or anything else its you.
To get beyond just you, you need to win in this first round, establish yourself and instill a feeling that you are more than up to the task. You may recall what I am talking about if you think back to some of the purchases that you have made in your personal life where there was something that made you very comfortable and trusting with the seller and then the times where you did not feel this way. Same same, my friends.
Some standard key differentiators
Price, features, benefits, delivery, speed , instillation, location, flexibility, customer experience, easy terms and conditions, experience, expertise, client services team.
The killer question here is what does the prospect think is important and what are the real needs. Once you have this information then you can use your creative skills to match your difference to their needs.
It is important to find out the prospects needs, ask questions then ask questions about the answer. Who, where, what, why, and when can be a good place to start. Drill down ,clarify and confirm because if you only think you know their needs and start of with differentiators that are not important to the prospect you may not get to second base on this one.
In the early stages of the sales process the prospect requires the answers to the following three questions
- How well do you understand the requirements?
- Will you be able to deliver on your promises?
- Will you fit well with their organization?
Everything that you do or say in the early stages of the sales process leaves a lasting impression so be on your toes. A big win is just around the corner.
Once you have truly found your Key Differentiators and there may be more than one Milk it question its value to the prospect and do your best to expand on it, grow it.
Let’s say for example one of the key things that you have found out are in your favor is your company’s location. The fact that you are in the same town is important, they like to deal locally .This is important but there are several other benefits tied to this one that should be explored.
- Better access to other employees on the supplier team
- Face to face contact due to proximity
- On site service reaction time
- A more personal type of relationship due to location
- Easier to deal with we are all from the same town. Kinship.
- I know your President, we play golf several times a year.
There are probably a few more however you get the idea. With this strong a differentiator you should be a winner, you are the only supplies that is local and the prospect sees value in this. Here you have something that no one else has “A hole in one” so to speak.
In each and every client or prospect interaction look for this edge. It may be harder to find than in this example but its there find it.
|
