Selling the Difference
Selling the Difference
When making a decision, customers look for deciding factors. Being able to know what the differences are and then helping the customer know what they look like, sound like and feel like is your job. Customers don’t spend an hour with you and say, “This is exactly the vehicle I’ve found everywhere, the dealership is exactly the same as every other one I have seen, your presentation was the same as every sales person gave me and the information you have given me is identical to everything else I have received, so I want to do business with you.”
People make buying decisions by matching up what they know or think they know to what you give them and then by finding what they did not know or understand. The first step is to match up with their thoughts and belief systems. If they don’t connect with who you are and what you give them, they won’t buy from you. Although that’s a big part of selling, it’s only the first half. The deal maker is making sure you stand out with your positive difference.
Go back to the 3Ms – Money, Me and Machine. What makes your vehicle unique? If nothing, what makes your dealership unique and the better choice? If you still say nothing, you better go on a mission to find something. When you have the answer, always ask yourself deeper questions about your answer, such as “How?” and “Why is that so?” Be concise and specific and be emphatic with your statements. Conviction creates confidence and confidence sells cars. If you are confident, it will be evident.
The last of the 3Ms is ME. Me means YOU. What about you personally will make you the unique and better choice among sales people? Nobody on earth is the same; we all have our unique experiences, talents, abilities, personalities and thoughts. Utilize that to not only connect with people, but to sell your difference. Relate to customers in a personal way that shows why they should do business with you.
If you are new, sell the difference of how they benefit from that. Show your eagerness to please and go beyond what most veterans would do. If you are a veteran sales person, sell your knowledge and experience in how that will make their life better. Let me say that again – “Make their life better.” That’s your job – to make their life better. People don’t buy a car from you because they thought you were going to take them out of their car, put them in a worse car, with more mileage, and worse terms and give them less knowledge, service or experience. TLC – Think Like a Customer, not a sales person.
Ask lots of questions. Find out what they liked while they shopped and bought before. Find out what they have not liked about shopping and buying a vehicle. Don’t assume that your uniqueness is enough. Package your uniqueness in a way that is appealing to the customer. People buy products every day because of the packaging. How do you present your package? How do you dress? What kind of questions do you ask? How do you present? If your customer shops five dealerships, will they have absolutely no choice but to choose you if the sales person truly makes the difference?
Write down every criterion a customer consciously and subconsciously considers about you and any other sales person when they buy. Rate yourself honestly from 1-10 on each. Then have someone else rate you on each from 1-10 on each. Once you have an accurate assessment of your position you can now create a game plan to improve on each one. Break your plan into small chunks. Make your growth and improvement plan gradual and consistent. Consistent = Persistent. When you see the improvement in you, your customers will too. You make the ultimate difference in everything.
Selling the Difference - To learn more about this author, visit Mark Tewart's Website.
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Cars, dealerships and sales people can be commodities. As a sales person, your job is to move everything you do and everything you have towards being a non-commoditized item or service. You must sell your difference.
When making a decision, customers look for deciding factors. Being able to know what the differences are and then helping the customer know what they look like, sound like and feel like is your job. Customers don’t spend an hour with you and say, “This is exactly the vehicle I’ve found everywhere, the dealership is exactly the same as every other one I have seen, your presentation was the same as every sales person gave me and the information you have given me is identical to everything else I have received, so I want to do business with you.”
People make buying decisions by matching up what they know or think they know to what you give them and then by finding what they did not know or understand. The first step is to match up with their thoughts and belief systems. If they don’t connect with who you are and what you give them, they won’t buy from you. Although that’s a big part of selling, it’s only the first half. The deal maker is making sure you stand out with your positive difference.
Go back to the 3Ms – Money, Me and Machine. What makes your vehicle unique? If nothing, what makes your dealership unique and the better choice? If you still say nothing, you better go on a mission to find something. When you have the answer, always ask yourself deeper questions about your answer, such as “How?” and “Why is that so?” Be concise and specific and be emphatic with your statements. Conviction creates confidence and confidence sells cars. If you are confident, it will be evident.
The last of the 3Ms is ME. Me means YOU. What about you personally will make you the unique and better choice among sales people? Nobody on earth is the same; we all have our unique experiences, talents, abilities, personalities and thoughts. Utilize that to not only connect with people, but to sell your difference. Relate to customers in a personal way that shows why they should do business with you.
If you are new, sell the difference of how they benefit from that. Show your eagerness to please and go beyond what most veterans would do. If you are a veteran sales person, sell your knowledge and experience in how that will make their life better. Let me say that again – “Make their life better.” That’s your job – to make their life better. People don’t buy a car from you because they thought you were going to take them out of their car, put them in a worse car, with more mileage, and worse terms and give them less knowledge, service or experience. TLC – Think Like a Customer, not a sales person.
Ask lots of questions. Find out what they liked while they shopped and bought before. Find out what they have not liked about shopping and buying a vehicle. Don’t assume that your uniqueness is enough. Package your uniqueness in a way that is appealing to the customer. People buy products every day because of the packaging. How do you present your package? How do you dress? What kind of questions do you ask? How do you present? If your customer shops five dealerships, will they have absolutely no choice but to choose you if the sales person truly makes the difference?
Write down every criterion a customer consciously and subconsciously considers about you and any other sales person when they buy. Rate yourself honestly from 1-10 on each. Then have someone else rate you on each from 1-10 on each. Once you have an accurate assessment of your position you can now create a game plan to improve on each one. Break your plan into small chunks. Make your growth and improvement plan gradual and consistent. Consistent = Persistent. When you see the improvement in you, your customers will too. You make the ultimate difference in everything.
Selling the Difference - To learn more about this author, visit Mark Tewart's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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