It seems almost comical now to read some of the literature of the late 1990s in which some predicted the end of the sales profession as we know it. Many were convinced that once companies could buy everything they would ever need over the Internet, once they could look at a spec sheet and a picture, or even watch a video demonstration of a product all from the comfort and safety of their laptop, there would be no need for a salesperson anymore.
Today we know that the need for sales professionals who can diagnose a business problem, craft a vision of a solution, and put together a plan to use their products and services to help their clients achieve their business goals is greater than it has ever been.
Your customers are constantly looking for fresh ideas and new ways to achieve their goals and objectives. We should always keep in mind that we bring much more to the table than just a product or a service. The total package we bring is unique.
Customers who are considering or evaluating more than one vendor often talk about wanting to compare apples to apples. Well, I firmly believe that . . .
There is no such thing as apples to apples. Even if your competitor sells the exact same product that you sell, your company and your people make it different.
What we need to do is help our customers appreciate the difference between apples and oranges. Once you learn to ask questions that reveal how your customer perceives value and risk, and then position the total package of your company, your people, and your solutions in that context, no competitor will even come close.