Are You
Unique?
Being in an industry with
several service providers can be good for the industry because the
competition yields increasingly better services. But, it can also be
detrimental to your selling efforts when the proverbial bad apple
spoils the bunch. What do you do when you're met with the
following?
"No
thanks. We used company X and it wasn't for us"
"We used a service
like yours and it was a waste of time.'
"We tired something
like that before and the company still owes us money. No
thanks!"
How do you differentiate
your service when your prospect has a preconceived notion of what
your service is and does? How to you separate your company from those
that offer similar products, especially to merchants who have used
other services previously?
Look for ways in
which your service is different from your competitors and stress
them. For example: Have you been in business longer?
Do you specialize in
certain merchant types or industries?
Have you received any
awards or publicity?
What specific services
make you unique? (Multiple check, sales saver, premium
approval...)
Apply the merchant's
thinking to another industry. For example, all car companies
manufacture cars but that doesn't mean all cars are the same. Many
companies offer phone service but consumers definitely have their
favorites.
Stressing the diversity
within your industry can help your prospect see how unique your
company is and what you can offer that your competitors
cannot.
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