Be the Benchmark: How to Become the Buyer's Best Option

Does this situation sound familiar? You were just referred to a decision maker who not only has the budget but is also ready to buy. You are scheduled to talk soon. The problem: a lot of other experts know this deal is going down, and the buyer is being bombarded with options. Every professional services firm the buyer explores has a great track record, raving fans, and intriguing ideas that could help. What do you say in one conversation to get on their short list?

To be a top consideration, you have to become the benchmark—the option the buyer compares all others to. Here are three steps that will help the buyer discover why you're the one.

Step 1: Set Yourself Apart

Your first step is to set yourself apart by not doing what everyone else does. There are three things you must stop doing immediately because they can backfire.

First, don't expect your referrals to help you get on the short list. Most buyers get referrals from several sources, so don't assume that recommendations automatically give you the inside track. What referrals do now is get you a fair hearing. So, start your conversation from that point.