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Do you really know your products true advantages that will knock out your
competition? When we ask the sales representatives & marketing folks
at our client workshops, we usually are told yes. However, most of the
time, they are only able to give us feedback on technical product features
in their own products that they believe are better than their competition &
often the explanations are quite long.
Remember this: your executive decision maker or identified champion
has only a moment or two to internalize your message, whether you are
with them in person or reading a blackberry. So you better know the
economic value of your competitive "death darts" as well as actual head
to head product features.
.
| Competitive Death Darts |
| Palladin |
| Comments or Thoughts ? |
Here are a few rules of thumb when
talking about your products &
competition:
1) Pretend you are in a 30 second
elevator ride with the decision maker.
Be prepared to help him understand
the differentiators about your products
economic value to him in that time
frame.
2) Sell as a consultant: Translate the
talking about your products &
competition:
1) Pretend you are in a 30 second
elevator ride with the decision maker.
Be prepared to help him understand
the differentiators about your products
economic value to him in that time
frame.
2) Sell as a consultant: Translate the
the economic value of your products into business metrics he can
relate to. For example, what is the typical ROI of your product in a
particular area of your own customer base in his vertical line of
business.
3) Know the economic "competitive" death darts: Other than pure
product feature advantages, what is the value of your products ROI
that the competition has failed to meet in your past head to head
battles.
If you can translate these economic advantages in that short time
frame to your listener, you are well on your way to winning your deal.
relate to. For example, what is the typical ROI of your product in a
particular area of your own customer base in his vertical line of
business.
3) Know the economic "competitive" death darts: Other than pure
product feature advantages, what is the value of your products ROI
that the competition has failed to meet in your past head to head
battles.
If you can translate these economic advantages in that short time
frame to your listener, you are well on your way to winning your deal.
How Do Your Sales People Sell? |