BE DIFFERENT OR BE POOR… picture this scenario… you decide to buy a new 50 inch HD television. You go to a Big Box store and look at the options. Generally speaking they all look the same. The only thing that’s different is the brand names. So how do you decide which one you will buy?… they all seem the same. The answer is obvious… it’s all about PRICE. Given no obvious differences, everyone’s buying decision defaults to price. From a Commissioned Salesperson’s point of view this is a disaster. If different features and benefits are not part of the equation then there is no need for selling. Given that reality then the opportunity for increased earnings is significantly diminished. You can’t help them if all they are looking at is price. You need to identify a way to help you stand out. The advantages you bring need to be obvious. It’s not the consumer’s job to figure it out on their own.
Here is your ACTION STEP… it is your “Secret Sauce” that makes you different. As Seth Godin says, “If you want to be liked, if you want to create a remarkable experience, if you want people to talk about you or buy your stock, the secret is simple: give them more than they expected.” This doesn’t mean to promise more… it means to deliver more. Here’s some ideas of how to do that:
Possible “Secret Sauce” Ingredients
1. Show up five minutes early… most Salespeople are five minutes late, seldom on time.
2. Give your customers a fact or added value insight every time you speak to them. Tell them something they need to know. Position yourself as the expert.
3. Be excited every time you are in touch. People are attracted to energy.
4. Critical point: Your marketing plan doesn’t need to be dramatically different. It’s not so much what you say, not even how you say it… it’s how you make them feel!
5. Be compelling in your presentations, tell lots of stories sprinkled with facts and metaphors. Be entertaining and informative. Hint: this takes practice.
6. Present an attractive package (meaning you!). Look like $1 million and be super confident.
7. Have an ironclad lead follow-up system… call when you said you were going to & give them exactly what you promised (or more if possible).
8. Don’t bash your competition… point out the features and benefits of what you have to offer. Use questions to engage them. Let them talk!
The reason the Sales profession is very lucrative is because of the skill that is required to be successful. Great Salespeople demonstrate this in two main ways… #1. They are great communicators & #2. They stand out as different from the competition. Make sure that the package you offer is easily identified as being special and unique. Start with a foundation of modelling a successful Salesperson and then (Critical Point)… make sure you build an individualized offering. Make it easy for your prospects to choose you. Make sure you don’t look like “just another 50 inch television on the shelf”. NO Excuses.