There are so many things in business that while they could be considered a competitive edge, they can be duplicated.
We’ve seen this with technology, chains of stores that once dominated the market and even companies that claimed to have the lowest price . . .
Until someone else came along and found a way to do it quicker, better and cheaper.
Here’s A Crazy Thought . . .
Are you offering YOU as a selling point?
I’m talking about your “know how” experience, creativity, awesomeness etc.
When you really think about it, unless your competitor has wicked cloning skills, nobody else can offer YOU?
3 Simple Ways To Do It
First, you have to have the balls to say it. Most don’t!
And while you’re saying it, you need to think about how you can say it better than anyone else could!
Next you have to show it somehow.
Why? Because you’re dealing with something that’s intangible.
One thing you could do, is include your bio in with your proposals or price quote.
What else could you do to make YOU more tangible?
NAPA Auto Parts Rocks This
Have you ever seen the NAPA Auto Parts commercial where some dude is buying auto parts and the guy behind the counter is ringing up his order and says “And with your order you also get this” and he places a can on the counter that says “NAPA Know How” which is all their experience and advice that comes along with the purchase.
In that crazy moment, they gave us a visual of something that is otherwise intangible.
Last, but not least, you really have to prove it otherwise you really aren’t doing much to move someone off the fence of indifference.
Let’s take that bio.
One of the things I do with my bio is I include several testimonials from my clients as a form of evidence. It sort of answers the question “Who says so besides you Castain?”
What can you do to prove your “know how” and sheer awesomeness?
Oh, and awesomeness comes with a higher price.
Was This A Valuable Tip?
If you found value in today’s tip, I hope you’ll join us for our online sales course starting next week. We’re going to be talking more about this concept of “Making Intangibles More Tangible” and showing you mucho ways to stand out and sell more.
I’ll be sharing over 100 tips, right on your computer screen and I’m even going to record each session so you can attend at your own pace (like an on demand movie minus the nudity and most of the cursing)
For more details Click here or the handy dandy banner below!
Sales Managers: Email me for special pricing on two or more participants or if you’d like to learn how I can customize this program for your team! paul@yoursalesplaybook.com
Paul, I think this is one of your best EVER columns (and what a wonderful amazing incredible long list of columns to choose from!). You really do have an elegance and simplicity about your work. Thank you!
Wow Patrick!
Thank you!
Paul, this is so correct. I am a Financial Advisor. The country is filled with them. My company has over 90,000 agents, and over 500 right here in the city that I live. What separates me from them, is ME. My experience, my knowledge, my perspective and insight. My in-depth consultation, which identifies the best solution for my clients. All 500 other agents, in my company, in my city, can offer the same products (if they are properly licensed). But waht sets me apart is ME.
Well said Jim!
Paul, I’ve been doing this a lot lately, particularly with companies where I can be a niche service due to past experience. It does take some juevos to do it, but I did land an appointment in June because of it!
It does take industrial sized stones for sure John!
Congrats on your success as a result of it!
Paul – Love the “NAPA Know How” example – never saw that ad! Hmm could probably use that as another touch point with prospects mailing them “testimonials-in-a-box”. Thanks for the great tip!
Thank YOU Marie and what a great idea!