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Make yourself equal, then make yourself different, otherwise you'll just be different.
As companies consider investing in new technologies, rarely will they look at only one solution. So, how can your salespeople position themselves to be the vendor of choice?
First, get there first. Being first allows the salesperson to help the prospect visualize a particular solution to whatever they're wrestling with -- a solution that includes capabilities that competitors can't offer and/or what the seller personally brings to the table. This solution then becomes the "standard" that subsequent sellers must meet. (Read more...)
So, what if you're not first? The tendency for many salespeople would be to go in, ask the prospect about the solution they're looking at, and then say something like, "No, no, no. You don't need that. You need our solution because it's much better." Even if the seller's claim was true, prospects don't like being told by a salesperson that they are, essentially, all wrong. Not a good way to begin a relationship.
When a prospect already has a vision of a solution and has set the "standard", a seller needs to first confirm that their offering is equal to the standard to the extent possible. The seller can then delve into other areas where their offering is unique, or different. Keep in mind, however, that the prospect may have some loyalty to the initial salesperson and may give them an opportunity to respond to any additional requirements.
If you'd like to learn more about how we help salespeople position their offerings as the "standard" that the competition must meet, let us know when you have time for a 15 minute call.
Best Regards,
Debra Swann, Pat Dougherty, Chris Kavanagh
Principals, SDK Sales Alliance
Partner, CustomerCentric Selling®; Your Roadmap to Revenue Growth
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