My grandfather use to say, “Don’t sell the competition.” When you say the same things as the competition during your sales pitch…you sell the competition or even worse...solidify the current provider.
Whether you’re competing against a current supplier or several new competitors, always identify what you can provide that’s unique and different. Be creative in your thinking.
Start by asking yourself, “Can the competition do and/or say that? What is it we do differently from the competition? How do we accomplish it differently?”
Think of what makes you, your company, and products and/or services truly unique. Review of your company’s business plan can be helpful. If necessary, seek out the assistance of the marketing department and superiors.
Emphasize what differentiates you from the competition. That is what will be remembered and will make you stand-out from your competitors.
“America has believed that in differentiation, not in uniformity, lies the path of progress. It acted on this belief; it has advanced human happiness, and it has prospered.”
-Louis D. Brandeis