Momentum - Business to Business Online Magazine MOMENTUM September 2018 | Page 10

Biz Tips By Mike Hilderbrand, MBA, CBC, CSSC ActionCOACH of Galveston [email protected] www.actioncoach/mikehilderbrand Most business owners KNOW that they are different from their competition in one way or another. But how to explain that difference to their clients and prospects is the problem they struggle with. The most common answers given to the question “Why are you different?” are: If you can’t really believe that those two questions have been answered securely, then try again or seek some guidance from the people who really matter - your clients. Ask them “Why do you deal with my company? What are the key benefits you feel you gain through receiving my product or service, and why does this matter to you?” "We have awesome customer service", Clarity on the perceived value can really help define the best points to raise in your own marketing and networking, and unfortunately we are often so wrapped up in the workings of our business that the objective outside view of another is a requirement to ensure we really recognize the value of our offerings to those who are likely to benefit from or buy them. "It's the way we treat people”, or "Our products are better than their products". These are great things to able to say, and it is obvious they are pleased when told this, right up to the point when they are asked, "What would your competitors say about their own customer service if asked?" Here is a great example: They would say the same thing! True or not, no one in their right mind will deliberately admit to a prospect or client that their customer service is not up to par or that they treat people poorly. The problem is that uniqueness isn't necessarily about what you CAN say, but more about what you can say that others CANNOT! Johnson’s Lawn & Garden sells lawn mowers and wants to encourage more sales to take place at their site. They want their sign to be simple and to the point. So, when you are considering what makes YOUR company different and why it should stand out above the rest in any customer’s buying decision, consider the following two questions: “We sell great mowers”, So, which unique aspect is more likely to encourage a purchase than a simple look around by a prospect: or 1. Can I really claim that this is something different from what my competition can claim to do or have?    2. Why does this matter to the prospect or client that I want to attract? “Our top quality mowers keep working like new longer than others due to their special rust resistant blades”. The first statement is a standard claim made by any mower sales company; the second is qualified and has a benefit- filled statement that makes them stand out. If you can answer these two questions and you know the answers are going to excite and encourage your prospects, then you have found not only uniqueness but also the benefit value in your company, service or product. Remember: when projecting your uniqueness, be sure to first define why you are different, and then articulate this value to the prospect clearly and succinctly – and consistently! 9 MOMENTUM / September 2018