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Why should I buy from you?

by Rick Baker
On Nov 11, 2011
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:
  1. What makes your company different from your competitors?
  2. What’s special about your company?
  3. Why would I even give a care about that special thing?
  4. What’s special about your products or services?
  5. Why would I need that special thing?
  6. What feelings make me want that special thing?
  7. 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 Clientsand that’s the whole point.

Tags:

Marketing | Measure & Monitor | Sales

Comments (2) -

rick baker
4/23/2012 9:56:03 PM #

"Your competitive advantage is whatever tips the odds of success in your favor, whether you’re competing against another person, determining how to make the correct decision, or planning a strategy."

Dr. Doug Hirschhorn
'8 Ways to Great', (2010)

rick baker
11/11/2012 12:55:01 PM #

"The problem with generic-positive responses is the lack of specifics. If people can't say exactly why they like you, they probably don't care about you very much."

Steve Jones
'Brand Like A Rock Star', (2012)

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Copyright © 2012. W.F.C (Rick) Baker. All Rights Reserved.