Written by Sean McPheat |
They had cold-called our support team and wanted to know if we already had business insurance for various aspects of our company.
We said we had, but they were insistent in asking us how much we paid, when our current insurance runs out and other such questions.
Finally, my team member asked what it was about their company that made them deserve our business.
Their reply was fairly wishy-washy and vague.
Something about having good value in their services and lots of satisfied customers.
Quite frankly, there was nothing that made us feel they had anything to offer that was different or better than what we already had.
We politely refused.
It got me thinking that, when we talk to customers who are already have what we supply, we need to stand out from the competition somehow.
To be outstanding simply means to stand out!
How do you ‘stand out’ from your competition?
By saying something like ‘our quality is great’ or ‘we deliver our promises’ you don’t really stand out.
You certainly don’t give customers reasons to stop and say ‘Wow! You’re someone we MUST talk to!’
How do you make yourself stand out?
You need to create reasons why your customer MUST talk to you, something so compelling that they have no choice but to say ‘yes’ to seeing you.
The value you offer has to be standing out in such a way that the customer sees real benefit in using you.
You need to showcase your product or service, and this can be done in a number of ways, including:
Outstanding is simply standing out against what others consider to be the norm.
If you simply talk about your products and services, you can’t expect customers to correlate their results with what you offer.
Practice what to say when prospects ask ‘What makes you different? What’s your value proposition that would make a real difference to my business?’
If what you say doesn’t make the customer say ‘I MUST see you’, then you need to work on what you can offer.
Be outstanding by creating such value for the prospect that they immediately see the value of you as a person and as a company.
Originally published: 15 November, 2018