Did you ever notice that ALL of the salespeople you know, perhaps have ever known, are saying the same thing? If you are in a sales, business development, or ownership role, you may be saying it too.

The “it” I refer to is this: “We have the best _______ in the market today.” You fill in the blank: product, service, quality, delivery, pricing, research, data, expertise, technology, flexibility, experience. You know the drill.

Too bad there are four big problems with this kind of claim, regardless of whether you believe what you’re saying, or have just been trained to say it.

First, your claim may be untrue. Of course, you’re not intentionally making false claims. But if you are in any competitive business (and who isn’t?), there are worthy competitors who offer comparable - or even better - products, services, features, and benefits.

I’ve heard financial planners claim that their firm’s expertise and research are unsurpassed, and that’s why you should invest with them. Software vendors claim their programs provide the fastest access to the database. CPA’s claim their firm has the best understanding of the tax law. Distributors claim to be able to get it to you faster. Direct mailers claim the highest response rates. Print brokers claim the broadest access to print technology. And who doesn’t claim the highest quality and best service?

There’s a lesson here, that one of my clients learned the hard way prior to working with us. Their director of marketing had developed brochures for their salespeople to give out to prospective customers. The brochures proclaimed they were the fastest and the most technically advanced in their field. They had all the evidence these claims were true. They trained everyone to spew these "superiorities" on their sales calls.

Yet when they examined their competition's marketing materials, what did they find? Their features and benefits, only intended to sell Brand X! It was like looking in the mirror.

By now, the second problem with making such claims should be evident: You sound like everyone else! It’s the furthest thing from the differentiation we all crave.

The third problem: You sound like the traditional salesperson, which – as you know – scares the heck out of most prospects. Think about how you feel when you’re being “sold”.

Finally, the fourth problem, and it’s a biggie: Your prospects couldn’t care less about your “best” ___________ , until they can discover how it might impact them personally. That’s what they care about -- themselves. Their issues. Their problems. Their dreams. Their goals. Their world.

How do you get them to reveal their world to you? Easier said than done, and a subject for another issue. But here’s a hint:

Next time a prospective client asks you why he or she should invest in your product or service, stop yourself before you make your typical claims of superiority. Instead, try responding with this disarmingly honest answer: “Well, I don’t know enough about you yet to know if there is a match between what I have and what you need. If you’d be open to sharing with me a little about your situation, maybe we could discover – together – if there’s a fit.”

And experience the magic of interacting with a receptive prospect.

Good Selling!

© Sandler Systems, Inc. All rights reserved.