After all…I have lots of choices:
- I can buy from one of your competitors
- I can buy stuff nobody in your market sector sells
- I can keep my money
So, with all those options…
Why should I buy from you?
Picture yourself as a salesperson.
You are supposed to be selling…and you want me to become your customer, your Client.
Then, right out of the blue I spring this question on you,
Why should I buy from you?
How, on a Minus10-to-Plus10 Scale, do you feel when I ask that question?…
…where:
Minus10 means you have a panic attack right on the spot…when you are revived you are pleased to see that I have left the building
Minus5 means you squirm a bit, look down, and then look over my shoulder in hopes of finding a more-reasonable shopper
Zero0 means you don’t really understand the question so you smile politely and feign poor hearing, offer you hand, I shake it, and you walk away
Plus5 means you really like sales work and you are pretty sure you know the right answer…you move into selling mode while I am looking puzzled
Plus10 means you are thrilled…you know your company’s Differential Advantage and you know exactly how to communicate it with enthusiasm to people like me
***
In an effort to help you get to Plus10…
Answer these questions:
- What makes your company different from your competitors?
- What’s special about your company?
- Why would I even give a care about that special thing?
- What’s special about your products or services?
- Why would I need that special thing?
- What feelings make me want that special thing?
- How do you package a communication that excites and magnetizes buyers?
Of course, you should ask yourself many more questions before you finalize your company’s Differential Advantage.
PS: A suggestion from Michael Gerber: Make a promise your Clients want to hear. Make a promise your Competitors wouldn’t dare to offer.
Footnote
Our definition of Differential Advantage: a company’s Differential Advantage is a concise statement that answers the question, “Why should I buy from you rather than buy from one of your competitors, buy some other thing, or do nothing?” Even if you have the best answer in the world, your answer, your Differential Advantage, will not appeal and magnetize everyone. It will appeal and magnetize your Ideal Clients…and that’s the whole point.