A seemingly innocuous question, right?
On the surface it sounds pretty simple to answer; however, the responses I hear in my sales training workshops contradict this.
“I’ll be here to service you.”
“We’ve been in business for over 35 years.”
“We’re a local business.”
“Our service is second to none.”
“We have the best service in the industry.”
“We provide 24/7 customer support.”
“I’ll only sell you what you need.”
“I know everything about our products so I can answer any question you have.”
Really?
Unfortunately, these responses will rarely motivate someone to buy your product, service or solution for the one simple reason…they focus on the business, not the customer.
Virtually every prospect you meet with has this question running through their mind at some point during the sales conversation. They may not actually verbalize it, but it’s a safe assumption that it will cross their mind.
You MUST know how to answer this question. And that means creating a response that answers the question, “So what?” This unique selling proposition (USP) must be clearly stated, concisely, and with confidence. You can’t stumble or hesitate.
Let me share an example…
My wife is a software instructor and helps people maximize their productivity with most the MS Office suite of products. When she first started out she had a difficult time justifying her daily rate. However, when she is questioned now, she explains that her small group approach promotes learning by making people feel more comfortable and allowing more time for questions. She then tells her client that their employees’ productivity will be significantly higher because she will use examples that relate directly to their specific work environment. She closes the discussion by saying her approach is the next best thing to one-on-one training without the expense associated with this type of training.
Here’s an experiment for you…
The next time you are in a buying situation (business or personal) ask the sales person, “Why should I buy this from you?” Watch them carefully to see how comfortable and confident they are when they respond.
Then, figure out what you’re going to say when a prospect asks you this question.
