With everyone claiming they have the best product & services, it is becoming increasingly difficult for sales consultants to truly differentiate their offering. When buyers can’t tell the difference, they often resort to buying from the company with the lowest price… That is, unless they know, like, and trust the sales consultant. Therein lies the answer – the one thing no other company can provide is you! Here are three intangible qualities you can demonstrate to get ahead of the competition when selling a perceived commodity:
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You genuinely care about them
The late and legendary sales guru Zig Ziglar famously said “People don’t care how much you know until they know how much you care.” Intent trumps technique. If your clients know you are more concerned about them than your sales commissions, they will lower their sales resistance. It is possible to out-care your competition! Make your goal for every sales meeting to find ways to solve their problems and give something of value, whether you do business or not.
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You know your stuff
Intent trumps technique, but technique is still important. You must position yourself as an expert consultant to demonstrate that you don’t just want to help them, but that you can. Prepare your sales process and meeting agenda thoroughly. Plan what questions you will ask to uncover their issues and what it is costing them. Pre-emptively discuss potential areas of concern to demonstrate you understand their way of thinking. By the way, product knowledge is the minimum expectation!
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You can keep promises
Trust is the foundation of all relationships, and business is no exception. Once your client knows that you care and know your stuff, they need to be able to trust your word. I once received this great advice: “Never make promises – your word is your bond.” Every word and action counts, no matter how small. If you say you will call a client at 10:00am, it is not acceptable to call at 10:05am. If you say the product will arrive by Friday, ensure that it does no later. The basic rule is to under-promise and over-deliver!
Conclusion
In a commoditised market, it is increasingly important to use intangible factors to differentiate yourself from your competition. You can achieve this through caring, preparation, and integrity. If you demonstrate these qualities, you will have the upper-hand in every sales opportunity!
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