Yesterday I received an email article from a sales training company based in the UK and it got me thinking…
If a client were to ask “what sets Liqui-Site apart from its competitors”, would I start rambling about our offerings and what we provide to clients as if reading from a teleprompter?
Clearly not the best approach, considering that a potential client is not concerned with what was done for another company with a different set of issues. The prospective client really wants to know how we can help address THEIR unique challenges.
I’ve actually been on the receiving end of the “standard response” and have, admittedly, completely tuned out. The next time a prospect asks “What sets you apart”, try this:
Ask Questions
If value is assessed by how you’re going to resolve a problem, you can’t provide much without a vast amount of detail. Unfortunately, this is where many website design and development companies fall short. Presenting every client with the “takeout menu” of product and service offerings is a recipe for disaster – and a lost lead.
Let them know that you’ll “answer that once you find out more about what [their] challenges are”. You’re sure to get a strange look or comment, but that’s exactly what you’re looking for! Now, they’re paying attention because you’ve done something different from everyone else they’ve been speaking with.
Now you’ve got to ask questions – from every angle. Leave no stone unturned. And don’t be afraid to engage them further, even after the initial discussion.
Listen
In order to effectively service your clients, you must be a great listener. And not just in listening to what they’ve described as their challenges or needs, but in reading between the lines, where deeper issues may live. Then think about ways to solve an issue that works best for each unique situation.
In order to find what the exact issues are, you’ve got to put the time in up-front on conference calls, web-based meetings, in-person consultations and email exchanges.
Since you wouldn’t ask a client to figure out how your company can help them, the role of a genuine salesperson or account manager is to figure out how to marry company offerings with resolution to prospective clients’ targeted issues.
Only after you know the entire scope of challenges, internal resources, technological requirements, allocated budget, etc. can you determine the root cause(s) of the issues. And now, you’re better prepared to diagnose and make relevant recommendations.
The best way to sell products and services is not to sell them at all. Converse, engage in valuable discussions, and your recommendations will sell themselves.
Here goes:
“You mentioned that your current lead generation and online sales have been declining over the last 9 months, so improving these two key areas is very important to you. Well, we recently implemented a new e-commerce platform and lead capture forms on specific landing pages for ABC company facing exactly the same problem as what you’ve been describing. We addressed their organic SEO issues, added new content and re-purposed existing content, implemented a more user-friendly user experience (UX) and developed a social media strategy where none had existed. Three months after website re-launch, they have increased lead generation by 32% and online sales by 46% compared to the year prior. That’s what sets us apart from our competition when it comes to needs like yours.”
How’d we do?
