Differentiate Your Company and Yourself
Every company has something to sell. In order to sell or market that product or service we often describe its features, benefits, add-on’s, etc. The fact is that many products and companies are very similar to each other and offer comparable benefits. So how can you make your product, service, or company stand out and above the competition? Buyers purchase from companies and people that they know, like, and trust. Many times in order to land a sale, you may have to differentiate yourself from the competition.
Differentiating Your Company
What distinguishes your company from your competition? You probably sell very similar products that offer very similar benefits for very similar prices-so why should the buyer purchase from your company? Why is your business unique?
Some things to consider sharing with your buyer:
- Perhaps your company is actively involved in the community.
- Your company has been serving your customers for X number of years.
- Your business is family owned and operated.
- Maybe your business is a minority or woman owned establishment.
Differentiating Yourself
Everybody is selling something, so why would someone want to buy from you? Many salespeople are commission based and they earn a stigma that they are “fast-talking salespeople”. Plus, there is always someone else following right behind you trying to get the buyer to purchase something else. The buyer’s time is precious and their dollar is valuable, so convincing them to hear you out can be easier if you can convince them of what differentiates you from the pack. What makes you unique as a person? What do you have to offer outside of your company’s credentials and reputation?
Some things to consider:
- You may share similar interests or hobbies with your buyer (look around their office for clues).
- Perhaps you attended the same Alma mater or fraternity/sorority.
- You may be actively involved in your community.
- You may be an avid networker with a Rolodex full of contacts to refer.
- You may have personality traits that the buyer may find attractive or necessary to close a business deal. Are you assertive? Anal? Patient? Organized? Hands on? Would any of these characteristics make you more attractive to a buyer? Share them!
So go ahead, share a little about yourself or your company. Differentiating yourself and your company could help you land a sale and it will make you more relatable to your buyer.
