Categories: Sales Conversation
Effectively articulating the value and differentiation of your products and services can make or break a deal. If you can’t describe to your customer how your solution provides value and how it is different or better than your competitors, one of two things will happen:
- You’ll be forced to lower your price to win the business.
- You’ll end up losing the deal.
Differentiators play a critical role in the middle stages of the buying cycle, when customers are evaluating available options. The right differentiators should map to your customers’ needs and influence their buying criteria. They should also be defensible.
Rattling off reasons why you’re unique or better than your competition won’t get you very far, if you can’t show customer value. The next time you’re preparing for an upcoming sales conversation, improve your sales messaging by answering these two questions...
Two Questions to Improve Your Sales Messaging
So What?
First, identify the problem your product helps your buyer solve. Then ask yourself, “So what?”
“So what” if you can increase the speed in which Company Z is able to go to market?
“So what” if you can automate their billing process?
Answer the “so what” in a way that articulates your value. How does your solution increase revenue, decrease cost or mitigate risk? Here’s an example of a great answer:
“Our software will double the speed that your products can go to market saving you $100,000 per quarter.”
Says Who?
Then, give tangible evidence that your company can do what you say it can do. Provide the proof with the “Says Who.”
“I know we can do that at your company, because at Company X, we implemented this solution and cut their time-to-market by 50%, saving them $500,000.”
Answering these two simple questions will effectively show how you’re different and/or better than the competition. Also remember that the timing of these answers is key.
Less seasoned sellers might think that as long as you answer the “So What” and the “Says Who” they should contribute to making the sale. Unfortunately, that’s not the case. The answer to these questions should not just articulate your value and differentiation. It should also map directly to each customer’s required capabilities.
If you can’t connect your value and differentiation to the customer’s problems, emphasizing even your strongest product benefits won’t win you the deal. Without connecting your value to specific customer pain points, your “value” statements won’t necessarily show value to the customer.
In fact, the customer may feel as though he or she is paying a premium for things that aren’t important to them and won’t necessarily contribute to their success. Your products are going to seem too expensive. You’ll be stuck in the dreaded price-zone.
Instead, improve your sales messaging by answering, “So What” and “Says Who” in a way that shows how you can solve your customer’s problems. Link your value with their needs. Command your message and increase your opportunities to close the deal.
Brian Walsh is a Senior Director with Force Management. He has nearly 30 years of experience in sales leadership, including corporate sales/management training and a background in leading high performing sales and operational organizations.
