We frequently ask sales teams to answer this simple question:
“What’s the one thing your company has that none of your competitors have, nor would they claim to have?”
At first people rack-their-brains to identify that illusive feature… “Ease of use!” or “Simple integration!” or “Exceptional support!” or “An extra whatever…”
But these answers are not correct… because competitors most likely have, or at least claim to have the same things.
The correct answer is always the same… YOU are the one thing that is truly unique… the one thing that can not ever be duplicated by anyone!
Our competitors will all claim to have similar or better things to offer; they will talk about “high quality products, excellent technical support, the latest technology, great customer service, return on investment, on-time delivery, guarantees, the best of the best…, and so on, and so on.”
In one of his daily sales tips, author Jack Falvey states, “If you’re part of the sale, there’s no such thing as a commodity!”
He goes on to explain that our product or service becomes a commodity purchase only if we declare it so; because if we are part of every sale, our product or service is automatically differentiated and becomes unique (and worth paying a premium for!).
So the real question is, what can YOU add to every transaction… to every proposal or quote?
Whatever it is, it does NOT need to be tangible. We’re not suggesting an extra discount or a “throw-in.” Rather, what can YOU add that is truly unique?
- Better analysis?
- Better advice?
- Superior buying experience?
- Honest interest?
- Faster turnaround?
- An extra set of eyes?
- A conversation with a support expert?
- A referral to solve an unrelated problem or satisfy a different need?
- Preparation of documents…?
Obviously the answers will vary depending upon your buyer’s needs, interests and priorities . But if we consistently probe to determine what “little extra” they might value and make sure it is part of our value proposition, we will then differentiate ourselves and our offer from all others.