Why should someone buy from you instead of from your closest competitors?
Due to a lack of differentiation in most markets a common and sincere response to this question is often a slight pause … followed by a blank stare.
Let me ask in a slightly different way – aside from making money, why are you in business?
This question is usually met with another ponderous look or conversely it triggers a passionate reply such as: “I just love helping people!” or “I really enjoy working for this company!”
Those insights form “why” you do what you do and also help you to understand why someone will buy from you. That alignment forms part of your “why” frame and should shape the initial step of your sales process, which is where all relevant communication should start or finish.
I have a proprietary process for breaking down how salespeople communicate word by word and then align all communication to their customers’ emotive drivers. If a word or statement doesn’t support their customers “why” it’s removed from the sales vocabulary.
“Omit needless words” is a timeless quote from William Strunk’s classic work on the rules of usage in literature, composition and grammar The Elements of Style. That book is a necessary resource for any aspiring writer.
Akin to some writers, salespeople are easily lured into hyperbole, me included. So remember Strunk’s key principle and always keep your customer’s “why” at the top of your mind.
If a potential suitor contacts you “why” have they gone to the effort of seeking you out?
Dont assume that everyone who initiates contact already has a resolved “why” in their mind – it’s up to you to find it in your initial conversation as you set the tone, build rapport and establish fits.
Likewise if you call a prospect your success rates will dramatically improve when you demonstrate you’ve taken time to really think about your “why” for calling them.
Failure to do so will typically result in a swift and cold “Goodbye.”
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Trent Leyshan is the founder and CEO of BOOM Sales! a leading sales training and sales development specialist. He is also the creator of The NAKED Salesman, BOOMOLOGY! RetroService, and the Empathy Selling Process.
James was the editor and publisher of SmartCompany and LeadingCompany for five years. He is now the Australian Financial Review‘s companies & markets editor, and a former BRW editor.
