16. What are your points of difference?
It's true! You can't sell anybody anything, you can't change people's minds, you can't persuade them to do something against their will and you can't get people to buy based on price alone.
We have to be crystal clear about what our job really is. We think that we have to apply pressure, use special psychological techniques and force people to buy from us.
Regardless of whether you are a supervisor, a sales person, a waitress, a service provider or a marketing manager your job is the same: Your job is to help people make good decisions - and the more informed you are about your products and services, the more valuable you are to your customer.
You can make your life a whole lot easier starting right now by stop thinking that you have to be clever and use some secret selling technique to get people to buy from you. All you have to do is answer this question; Why should I buy from you? When someone asks that question of you what they are really asking is "I need help making a good decision!"
You might sell the exact same thing as everyone else, but you point out the differences of why your product or service is unique to their business. Sure everyone else is selling the same thing; however, what makes yours different is you have asked your clients about what they want from the product. You have listened and taken notes and figured out what your customer is trying to accomplish. You then give the customer the solution to their problem. The best part is, it has not cost you anything because you are not charging extra, just helping the customer make a good decision. You are adding value.
The "point of difference" of your product is the extra service you offer. This extra, in a sense, is your consulting service. And as a customer, when I can get free consulting service with a product or service the decision of who to buy from is easy. Even if it is a meal in a restaurant.
The secret of persuading people is that there is no secret. Just call on enough people and show them why doing business with you is the best decision they can possibly make! And if everything is equal, the deciding factor will be the fact that YOU go with the deal.
How am I supposed to learn everything about the products I sell when there is so much confusing information that I have to muddle through?
The answer - points of difference.
To increase your product knowledge, compare points of difference in the products. Each point of difference can be viewed as positive or negative depending on what your customer is looking for. Each point will change the price and the value of the product.
Considering the number of line items it takes to maintain a competitive inventory, gaining sufficient product knowledge is a long, slow process. With new products and programs being introduced continuously and old ones being changed or discontinued, it becomes a real challenge to stay on top of the necessary information.
The secret of gaining product knowledge is to compare points of difference. What is the difference between the new and the old? What is the difference between your product and a competitor’s product? Each point of difference will change the price and the value of the product.
As a professional sales person you must be able to sell value added products. What kind of definition would you come up with when you are asked the meaning of “Value Added Selling”?
The best answer is to know the points of difference and sell your differences as a benefit.
A sales person who can answer objections with good solid facts and product information will out perform the person who “wings it” every time.
To gain the respect of your customers and earn their business, product knowledge should be a daily activity.
To increase product knowledge continually ask questions that help customers make the right choices. Read the trade journals and clip articles that contain helpful information for your customers.
All product knowledge has to be translated into customer benefits if it is to be of value to the customer. When selling, it does little good to focus on the features of the products or services offered. It makes little difference how long your company has been in business, how large your facility is, or how many employees you have unless it can be used to solve your customers problems.
Here is how you might use this to raise the bar on your own services. Take out any one of your software boxes, or stop in the computer store and browse through the software department. Notice how they are always comparing the old version with the new upgraded version. What would an upgraded version of YOU look like? What points of difference would there be between the old you and the you that you will become with just a slight nudge?
Here are a few examples:
The old version of you compared to the new version of you
OLD - Ho-hum about what I do
NEW - Really excited about my profession
OLD - Take care of my customers
NEW - Give extraordinary customer service
OLD - Only put in enough effort to get buy
NEW - Always go the extra mile for every customer
OLD - Customers know I appreciate them
NEW - Go out of my way to say thanks and show appreciation for my customers
When selling yourself and your services you must be able to convince your prospective customer that you are the right choice, you must know your strengths and be sure you transmit them so the message is received. Your customers can buy products from anyone. In an industry where everyone is selling the same products the most important point of difference is you. YOU are the customer's link to the universe. YOU are the one thing that really makes a difference. This puts a responsiblity on you to be resourse - a problem solver. A typical sales person focuses on price while a true consultant finds out from the customer what he or she wants and helps them get it.
Ask yourself this question. How much could I get someone to pay me to listen to my sales pitch? Most likely the answer is zero. However, consultants get paid thousands of dollars an hour to do what? Ask questions.
Here is an interesting fact I just received from my publisher. 85% of all books are purchased by women, and 95% of all books are never read past the first chapter. That means that if you simply put in a little effort and spend time reading and studying you will be amazed at the immediate difference.
Comments:
I think this goes back to the difference between a salesman and a consultant. I tell my prospects, especially the price driven ones that I can’t save them to being millionaires. On the other hand I can help them build their businesses so that they can be millionaires.
I tell them that the difference between them and Wendy’s is that they serve better food than Wendy’s and that Wendy’s hires people to get the job done right the first time so that it is consistent and focuses instead on growing their market share.
I tell them that Wendy’s could save a ton of money by buying their product on sale at the grocery store.
Then I ask the customer why they don’t run their operation like a big chain. Serve outstanding food, consistently day in and day out at a competitive price and market the hell out of it. Hire the people that will help them do that effectively with the companies that are committed to that growth and they cannot and will not lose.
Then I ask them when their current rep gave them a menu idea or told them something that put money in their pocket.
Dave Ferren
Over the past 2 years I have learned so much on the differences in products. I’m learning why there are different case prices whether it is quality, pack sizes or a brand name over an off brand. I have learned that if I didn’t know the answer I would call someone and get the answer the customer wants to know. This has improved my sales and the customers confidence in me.
Scott Forgie
Product knowledge and customer knowledge go hand in hand. It is important to have product knowledge and how it can benefit your customer. If a customer asks me about a product that I am not familiar with I can call one of our buyers and usually get the information requested on the spot. I can usually have a sample in the customer’s hand by the next day. I am the “point of difference” to my customers by service that my competitor’s cannot or will not deliver.
Phil Hackett
In order to know your “points of difference” between your product and your competitor’s, you not only need to have good product knowledge of your own merchandise. You must also be very familiar with the competitor’s products. Never miss an opportunity to learn something new.
Larry Edmondson
I represent a family owned independent in a market where 3 “big box” distributors are located within 10 miles of each other, and another one is only 40 miles away. Having a combined 20 years with two of them in the past, I get very enthusiastic giving the “points of difference” in my company and formatting it in a “features and benefits” way with real emphasis on the “benefits” of doing business with us.
Doug Barringer
The “extra service” you offer your client or prospect is your point of difference. YOU are the added value. To achieve this you must be extremely knowledgeable about your product, and stay on top of the continually changing market. You also have to use you “differences” as a benefit, a positive thing, ultimately “I” am the person who can make the difference in my customer’s eyes.
Brooke Knight
Product knowledge is very important in the world of a salesman or saleswoman. The more youi know and learn about the product or service you’re selling, the better off you are going to be. Everyone you attempt to sell to is going to have questions and you want to be able to answer them without fumbling around looking for the right answer. You want to know and be able to respond with the answer right away. Another important thing to remember is that if you don’t know the answer, don’t pretend that you do. Let them know that your not sure but you will be happy to find out and let them know. You don’t want to be known as the salesperson who tells people what they want to hear, not what they need to know!
David Bradley
Product knowledge in my opinion is very important however I do not like to put all the emphasis on the product knowledge. Put emphasis on being a people person and someone that people want to meet and talk with and then you will be able to share your product knowledge. And if you don’t know the answer they already like you enough to let you find it out. The product information is somewhere for you to obtain. How many times have you asked a friend about something and they didn’t know but they said they would definitely find out for you and you got mad, you haven’t. So be a people person and a friendly person and they will work with you however you want them to.
Derek Yelton
"To gain the respect of your customers and earn their business, product knowledge should be a daily activity."