Making a Difference

by Jill Konrath

"All customers care about today is price. It doesn't matter if your product (service) is better, lasts longer or enables them to do more things. If you don't have the lowest price, you lose."

Sound familiar? I can't tell you how many times I've heard discouraged sellers say various iterations of that quote in the past couple years.

No one likes to feel that they might as well be selling wastebaskets or rubber bands - and that their customers could care less about the quality of your products or services. That leaves you feeling empty, like you're wasting your time and your life away.

If you're like most people, you want to feel good about the products or services you sell. You want to be proud of your services capabilities. It's important to believe your product is top-notch or a great value for its price point.

Virtually every sales book on the market talks about the importance of being able to relate the features, advantages and benefits of your offering. But, in today's market it's just not enough.

To be successful selling these days, it's imperative for you to go deeper - to understand the difference your product or service makes to your customer. And you must understand it from their perspective, not yours.

Finding the Difference Use these two strategies to better understand the difference your product or service makes to your customers.

1. Situational Analysis

Use your critical thinking skills to analyze your customer's world. Ask yourself or brainstorm with colleagues:

2. Ask Your Customer(s)

This is one of the most important things you can do - and it's much more effective if you do it after you've completed the situation analysis. Ask your customer:

This is an invaluable exercise. Have your questions prepared and take good notes. If you don't understand your customer's response, ask for clarification. You're at this meeting to learn as much as you can.

Quantifying the Difference

If at all possible, quantify the value of your offering. This is what catches the interest of today's business decision maker.

How much was turnover reduced? How much faster did the product come to market? What specific cost savings were achieved? How long did it take to get these results? What percent increase/decrease was attained? What profits were gained from faster decision making?

Sound like a lot of work? It is ... but it's worth every ounce of effort you put into it.

Remember this: Customers could care less about your product or service. They only care about the difference you make!

If you haven't taken time from your busy schedule to find it out - do it right away. Not only will you feel better about yourself and the work you do, but you'll also sell more!

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About the Author

Jill Konrath helps salespeople get their foot in the door and win big contracts in the corporate market. Sign up for her free e-newsletter by sending an email to . You get a free "Sales Call Planning Guide" ($19.95 value) when you subscribe. Contact Jill Konrath at or at (651) 429-1922 to find out how she can help take your sales to the next level.

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