As a salesperson, it’s of paramount importance to know your company’s key discriminators. If you can define these succinctly and honestly, you’re in a good position to answer two pivotal sales questions – why should the buyer choose you? And, what sets you apart from the competition?
Exemplary Key Discriminators include, but are definitely not limited to, the following:
- Exceptional customer service
- E-commerce: online ordering, tracking, etc.
- Guarantees and extended warranties
- Discounts for higher volumes
- Higher Quality
Consider the first example (we offer “exceptional customer service”). This is an aspect of your company that the buyer will discover sooner rather than later, one they’ll make a judgment call on immediately, depending on how long it takes for a customer service rep. to take their call. Asserting that your company has the best customer service around may sound like a cliché these days, so be prepared to back up the claim with hard evidence (i.e. if the buyer leaves a message after-hours, how soon will his/her call be returned the following morning? If there’s an issue with the order, how long will it take to sort out the problem?). If you can effectively define your company’s customer service as exceptional, it can go a long way as a Key Discriminator when making a sale.
When addressing the question of what makes your company different from others, be cautious in the ways you deal with your competition, even if commenting offhandedly. To tear down the competition may diminish your company’s image as disrespectful and desperate. Instead, say something positive about the competition, which will demonstrate your respect for other brands and show the buyer that you are confident and successful, regardless of whether you make this sale or not. Also, if a buyer hears you gossip about your competition, who’s to say you’re not gossiping about them?
To learn more about Key Discriminators, give us a call today and we would be happy to assist you differentiating your company from the competition.