Telling customers you do something better than your competitor will only fall on deaf ears. They don't want to hear it. What they do want to hear is how you can make life better for them, says Ron Karr, author of Lead, Sell, or Get Out of the Way. And that means creating new alternatives that are going to produce better results for them.
"When you go into the mindset of creation versus competition, you tend to get the attention of your customer," Karr says. "You tend to be able to cross-sell a lot more of your products and services because you're selling on an outcome that they're not currently realizing and they want to do it. And when you get to that point, you get to be known then as a trusted advisor. And if you get to that level, well, then frankly, there is no competition."
Listen as Karr explains the psychology of the sales process, what customers seek from service providers, and how to lead customers through the process rather than simply selling to them.