The Differentiation Dilemma
In sales, one of the more intimidating but inescapable aspects of business is meeting with prospective clients and trying to obtain new accounts. We are not taught how to do this effectively in school nor do we deliberately go out and seek training or coaching to improve our skills (although that would be money well invested). We attempt an ad-hoc approach without a road map and process which results in unpredictable and hit-or-miss outcomes.
One of the more threatening situations that we often encounter is what I call the “differentiation dilemma,” and in this column, I will equip you with an approach and process to respond to this potentially perilous encounter with a greater rate of success.
While attempting to win over a new client, we may think that we are impressing them with our knowledge and acumen. All seems to be perfectly aligned as we begin to feel quite proud of our salesmanship and performance. However, that euphoric feeling can be rather abruptly shattered when the prospective client says: “So, tell me why I should hire you over the other hundred vendors who called my office last week?”
You suddenly feel as though you have been punched in the stomach and the wind taken from you. You waver on the precipice of another failed sales attempt as you attempt to regain your balance. You feel quite nauseous as you try to stammer and splutter yourself back to equilibrium. You have been assaulted by the differentiation dilemma!
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