When my son was younger and he wanted to better understand something he would always ask why, never how. Why is the sky blue, why do I have to go to bed so early, why do I have to eat green beans? To kids, asking why comes naturally because they want to know and learn, and because “how” is not as important as “why. ”
When selling your customers, why do you continue to sell the “how,” when you should be focusing on the “why?”
Kids are no different than our customers; the only difference is, our customers won’t tell us why they’re buying from our competitor, only how our competitor matched our price.
- If you only sell the how, then you cannot differentiate yourself from your competition.
- If you only sell the how, then you invite your customer to shop you solely on price.
- If you only sell the how, then you’ll fall into what I call “Me Too Marketing;” by that I mean is that all you’re left to sell is that you can match your competitor’s price.
You must sell the “why!!”
- You must define what differentiates you from your competition in order to sell the why.
- You must communicate what differentiates you from your competition in order to sell the why!
- You must sell what differentiates you from your competition in order to sell the why!
If you don’t sell what differentiates you from your competition (the why), then you leave your customer no choice but for them to shop you on price. You’ve given them no other reason (differentiation) to do business with you other than price. Again, you must sell the “why!!”
Does the Lexus salesman have to match the price of the Chevy? NEVER; Lexus knows how to sell the why. Lexus has done a good job of differentiating themselves from Chevy, Ford, Honda, Nissan, even Audi and BMW. Remember, if price was the reason you lost the business, then, with that logic, the Smart car would be the number-one selling car in the world. Price is third or fourth when it comes to reasons for buying.
Make your New Year’s resolution to define, communicate, manage and sell what differentiates you from your competition. If you don’t have anything that differentiates you from your competition, then you’ll have to create a value-added differentiation system, product or service. Then … sell “why” your customers would benefit from doing business with you!!
Or … keep doing what you’re doing and pray for different results…
Until next time, have a joyful and blessed Christmas, and a safe New Year!!