4 Strategies for Beating Your Competition

Strategies to beat my competition? Yes, please! Here's some great advice from sales trainer Tessa Stowe.

Today's marketplace is getting more and more competitive. It's because there are more and more players, some of whom will offer ridiculously low prices in an attempt to make a sale. So how can you stand out and differentiate yourself, even if your product is a commodity? How can you beat your competition without having to lower your prices? It can be easier than you think if you start using the following four sales strategies.

Strategy One: Sell only to those that are going to buy.

Competitors will be bending over backwards to do whatever the prospect says in the hope that they can persuade them to buy from them. Your competition will make presentations, give demonstrations, write proposals and jump through any hoops the prospect puts in front of them. This is true even if the prospects do not intend to buy anything from anyone right now, or if their solutions are not the right fit.

You are a professional and your time is valuable. So you can only afford to spend your time selling to those who are going to buy from someone now and if your solution is the right fit for them. You need to effectively interview - qualify - your prospects before starting your sales process. Even if a prospect asks you to come and present your solution, convey that you are happy to do that but they need to answer some questions first. Be polite but firm, and be prepared to walk away if they don't qualify or will not spend the time with you to see if they do. You'll stand out from your competition with this approach. Let them waste their time, but don't waste yours.

Strategy Two: Do not try to persuade or convince.

Instead of being persuasive and trying to convince your prospect to buy, explain how you can help them solve their problem and why you are the best one to do that. Be completely unattached as to whether they say yes or no to you. You'll stand out by the fact you are not trying to push them into a sale. Instead you are trying to help them make the best decision for them. Your confident approach will pull them towards you while your competitor's desperate approach will push them away.

Strategy Three: Sell unique results, not your products.

Your competition will have no doubt fallen into the trap of selling their products as they think that is what people buy. They'll be trying to show how their widget is the best widget as it has the "x" feature etc. You can stand out by selling what people really want to buy: an end result or a business outcome. Your product is only one component of that outcome. Sell all the other components as well. Even if your product is a commodity, how you deliver the outcome can be unique. How you deliver and assure support and service can be unique. How you make your customers feel can be unique. Convey and sell this uniqueness. If you are not sure what your uniquness really is, find out fast so you can sell it.

Strategy Four: Do not focus on the sale.

Your competition will be focused on making a sale. Their sales process will reflect this intent. They'll probably be skilled in persuading, in answering objections, and in going for the close with a variety of techniques. They will not care if the customer does not buy from them again or refer others. They are only focused on getting the sale no matter what the long term consequences.

Stand out from your competition by having your sales process and your focus be about making a customer for life. To you, the initial sale is small in comparison to the additional sales that will result from this customer in the future and the referrals that will result. It also means that if you don't get the initial sale, you keep growing the relationship with the prospect until you do secure that first sale.

Just follow these four strategies and you will easily beat your competition. Your prospects will pay a higher price for the greater value of the results you are offering. Your new customers will want to see you again and will remain loyal over time. Try these strategies and see!

Tessa Stowe teaches small business owners and recovering salespeople simple steps to turn conversations into clients without being sales-y or pushy. Her FREE monthly Sales Conversation newsletter is full of tips on how to sell your services by just being yourself. Sign up now at www.salesconversation.com.