I recently went to a Nordstrom with a female friend of mine and she showed me something that blew me away. She held up two, seemingly identical (from my ignorant perspective) high heels. She then said, “What do you think each shoe costs?”
I replied, “Eh, I don’t know. I guess they’re both about $100.”
She said, “Wrong. The one in my left hand costs $54 a pair. The one in my right hand costs $570.”
What???? That is a 10X difference in price. How is that possible?
The simple answer is that one has a generic brand and one has a distinct brand.
Now, this is not going to be a conversation about branding but rather distinction in a sales meeting. When you walk into a sales meeting and behave the way all other sales people behave with your canned presentation of features and benefits, your false enthusiasm and your fancy literature, something very bad happens. The prospect connects you with all of the other sales people that walk into her office during the course of the day. You become the $54 shoe because you are like everyone else.
On the other hand, when you walk into a prospect’s offices and conduct a meeting that is completely different from what the prospect expects, replete with really genuine interest and good questions about the prospect’s challenges, suddenly the prospect sees you as distinct. What is distinct has value. The sales person who tries to pitch his product or service is common. The sales person who asks great questions to assess fit is rare.
So stop doing what everyone else is doing and be truly distinct from the competition. Once you accomplish this, you can raise your prices dramatically because you have graduated from being another vendor and landed in the world of trusted advisor.
How do you stand out from your competition in sales meetings? Please share below.