Why Should I Buy it From YOU
Here are the three universal things anyone selling his or her services needs to know:
(1) What are you selling or offering?
(2) To whom are you selling or offering it?
(3) Why should they buy it from/hire you?
The third point-the "why"-seems to be the one that gives some people the most trouble.
"You should work with me because I really care about my clients," Terry, a 2-year veteran financial advisor posed in role-play with me.
"But that's exactly what [your competitor] said to me," I responded. "Why should I choose you over him?"
Terry was stumped. "If we're all apples on a supermarket shelf," I asked him, "what difference does if make which apple I pick? All of them would tell me, if they could talk, that they are red, sweet and juicy."
Once again, Terry had no answer.
"What is different about you," I asked him again, "from all the other people who do what you do?"
"Well, I'm not really different in any way" he started, "we all provide the same kinds of planning services and give advice aimed at the same goals . . . I just know I would be more caring than anyone else."
"What makes you think so?" I pressed.
Terry thought for a moment and then responded hesitantly, "My father died when I was just a teenager and left us with no money, so I know how important having money is-and I made up my mind that I would spend my life helping people prevent that from happening to their families."
As soon as the words were out of his mouth, Terry's face brightened. He realized he had stumbled on the perfect answer, for him, to the "why you" question.
When you can tell people why they should hire you or use your services in a way that distinguishes you from the other sweet, juicy red apples, you'll get more business.