What are your hours of operation? What type of terms
and financing do you offer? Will you customize your selling platform to the buyer’s needs? How is the financial
stability of your company? Is your management team
accessible to customers?
Third, demonstrate the value of a personal relation-
ship with you, the salesperson. Do you offer guaranteed
follow-up? Are you accessible twenty-four/seven? Are
you personally committed to the buyer’s goals? How is
your expertise? Are you knowledgeable? What is unique
about your experience? Will you make it a habit to go
the extra mile? Do you understand fully the customer’s
needs? Will you go to bat for the customer with your
company? Are you the customer’s go-to rep? Do you
have the customer’s back especially when the customer is
not looking out for himself?
No one can tell the story that you tell. It is unique to
you, your company, and your products. This is the essence
of differentiation. Standing out in a way that makes
your solution unique is what it means to be outstanding.
Differentiation means there can be no price comparison
because there is no package comparison. The only common ground you share with the competition is that you
are in the same industry, not the same business.
So, to the gentleman in my seminar and to you, take
price off of the table by offering what is uniquely yours.
Make direct comparisons between you and the competition a fool’s folly. Demonstrate that the difference in
your solution is significantly bigger than the difference in
price. Then, you will have answered Pete’s question.
Tom Reilly is literally the guy who wrote the book
on Value-Added Selling. You may visit him online at