Of all the possible mistakes sales pros can make, two are more damaging than all others combined.

1. Assuming that prospects know about your company and its products. To gain separation from the competition, your product or service needs to stand for something — and prospects need to be told what that something is. If you can’t differentiate yourself from the competition, sales will be lost.
2. Not having an appropriate concept of value. It’s easy for salespeople talk about themselves too much and forget that prospects are focused on themselves, not the salesperson. The key to closing a sale is to determine what prospects value most. Is it quality, service, price or some combination of the three?

By answering these questions for prospects, you can separate yourself from the competition and give potential buyers the value they’re seeking.

Why are we in business?

One quick answer is to make money. While that’s important, it’s not necessarily correct. The major reason to be in business is to help customers. If a business doesn’t help customers, it won’t last.

A good way to develop loyal customers is to demonstrate a “we’re here to solve your problems” attitude.

Why should someone do business with us?

This question usually brings out a laundry list of wrong answers. “We have great people” usually tops the list. While there’s no denying the value of having bright, hard working employees, this answer won’t close sales.

The next most popular answer: “We have great products or services.” Well so do a lot of competitors.

Another answer: “Our service is the best.” While exemplary service is essential, it’s not the major reason people do business with you.

The real answer is because you deliver value to customers. But what you consider valuable may not be valuable to a buyer.

Try to find out what it is the prospect wants from you and do your best to deliver it to him or her. If you don’t take the steps necessary to find out what it is every individual customer wants, you’ll lose them to the competition.

Source: Ted Barrows, President of Barrows & Associates, Bristol, RI.

Tags: competition, damaging sales mistakes, differentiate, mistakes, Ted Barrows, Value