Differentiating YOU and Eradicating the Competition
- It’s not what you DON'T DO rather than what you DO!
Read on to find out why and how it is affecting your business...
The one thing that separates me from the majority of my competitors is that I haven’t simply been trained to train other peoples material and don’t have a set of generic pre-written sales courses with standardised content.
Now read the previous paragraph again but have in mind what the implies rather than what it ACTUALLY says
[Yes... without question, a lot of my competitors ARE ‘trained to train' rather than have had real industry experience or have developed and researched their own material. Unquestionably they will have a set generic courses tailored to what they know and not to towards what you or your team require]
In a recent survey this was the biggest bugbear amongst senior business people about bringing in an outsourced training or development company.
We've ALL Become Immune [Including you]
The problem with the majority of sales and marketing messaging these days is that it has all become very generic with prospects and customers alike becoming immune to them altogether. Notice how you now view and often skip statements claiming:
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We Offer Bespoke Solutions
- Excellent Customer Service
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Single Account Management
- One Point of Contact
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Established Since....
- Our Track Record is Unrivalled
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blah blah blah......
Understandably with this contempt for generic messaging a huge part of any ‘business acceleration’ consultancy I do is to truly differentiate my clients offerings, proposals and sales messaging from those of their industry competitors. Stage 1 of a 3 step process is where I ask them to give me what they believe are the reasons people buy from them. Generally what I get are exactly the same type of generic statements mentioned as above and it's with these statements that I then go onto their competitors websites and within 2 minutes find what?
Exactly... the same USP's as they are claiming!
So to overcome this and to truly differentiate my clients I will get them to view their company products and services from a totally different perspective by getting them to answer the 2 questions below.
1. What are you NOT compared with your competitors
2. What do you NOT DO compared with your competitors
By framing your sales and marketing messaging in this way enables you to impart far more information about why a prospect to choose you and not only that, it allows you to imply practices that your competitor will take part in that your company definitely wouldn't. All without speaking negatively about them.
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Examples:
‘We pride ourselves on having to NOT use sub-contracted engineers’
[What does this imply about your competitors engineering capabilities? What questions have you now compelled your prospects to ask of them? What if they reply with YES we do use sub-contractors?]
‘We DO NOT charge for software upgrades’ [What does this imply? Have you not just educated a potential customer about those hidden costs that are probably not included in the proposal you are competing with? What is the only feeling your prospect will have about your competitor if he now asked the question of them and finds out it was never included? Do they get the business?]
‘We are NOT multi-manufacturer suppliers’ [This could easily be replaced with ‘We are NOT single manufacturer supplier’ depending on what suits your situation and will be viewed by your prospect as a positive selling point.]
These statements are far more persuasive than your typical sales and marketing messaging and can be used in marketing literature, website copy, face to face presentation and on the telephone.
[Key Point: FACT: An implied or overheard message is much more persuasive than a direct one... What if you were to hear a colleaguesay, "I hear we are NOT being considered for redundancy". What is the only logical response of anyone hearing this?
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The Differentiation BluPrint - 'The Art of Dissuasion' [CD & DVD
Business Acceleration Programme]
FACT: Your prospects are bombarded with many more competing sales offers than at any other point in history. So the question is: How do you become their ‘MUST HAVE’ company to do business with?
The Differentiation BluPrint ensures that your proposals are not only the STAND OUT choice but you eradicate all of your competitors on route!
This 4 CD audio and Bonus DVD programme is a step-by-step walkthrough of this simple 3 step model that has proven to utterly compel your prospects to purchase from you with astonishing conversion rates of over 78% when employed against your competitors.
“... I’d normally feel uncomfortable in making such a huge claim, however IF your competitors get hold of the ‘Differentiation BluPrint – The Art of Dissuasion’ before you do, then ultimately no matter what industry you are in, you WILL lose out on business to those competitors thatemploy it!” GaryMay – Founder of Salesology
Own Your Copy NOW for ONLY £197.00