What If Your Product Doesn t Have Any Unique Strengths?


What If Your Product Doesn't Have Any Unique Strengths?

Some products do not have any unique strengths. Customers view them as commodities, and price and speed of delivery become the main purchasing considerations. You offset this situation by accentuating the unique strengths of your company. These can be warranty policies, quality-assurance programs, turnaround times, stocking levels, number of distribution centers, ease of ordering, payment terms, size, number of documented successes or geographical locations. Again, apply the same litmus test to a company's unique strengths as you do to those of products. Think of a company's unique strengths as universal features that come standard on every proposal as long as they connect to customers' goals.

You can also win sales by making your sales approach a unique strength. When competitors use sales methods that depend on perceived value, it is difficult for them to connect their features to customers' goals. With your measurable value approach, customers can see how your features (even regular ones) achieve their goals quantifiably better than competitors.




The Science of Sales Success(c) A Proven System for High Profit, Repeatable Results
The Science of Sales Success: A Proven System for High-Profit, Repeatable Results
ISBN: 0814415997
EAN: 2147483647
Year: 2006
Pages: 170
Authors: Josh Costell

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