You want to convey to your customers an attitude of “me first”, rather than “me too”. Every business, every company, every product has something that is unique – and this is what you need to stress. Look outside the square and identify the uniqueness of your product, your service, your company— and yourself. Learn to create real value propositions that pass the “so what” test!

At first you may find it difficult, because I understand that companies can no longer rely on:

● Product Superiority
● Price Performance Measures
● Industry Presence

In fact, one of the very first exercises I work through, with any new client, is to have the sales team try to sell me on the “unique selling points (USP’s)” that they believe they have.

Typically, the initial responses include “superior products” or “highly qualified technical support staff” or “our customers like us”. But when I ask them what their competitors would say if I posed the same question to their sales team, after a moment’s pause the lights come on and they agree that I would most likely receive exactly the same responses. So…

Question: What is the one asset a company has which is difficult, if not virtually impossible, to imitate?

Answer: Its people. Their superior selling skills, better attitude, greater knowledge and their commitment to the full use of process. If you aim to be unique, you will be.

● Recommended reading:
“What Are The Characteristics Of The Very Best Sales Performers?”

Today’s News:

In response to several enquiries, yes, I most certainly am going to be handing out the “JF Gongs” again this year. It is my chance to show appreciation to sites that have supported our endeavours during 2009, and it has become something of an end of season tradition.

I’ll announce the categories tomorrow, and then I’ll be announcing the winners during the TSE Christmas Show.

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