Be Ready for This Sales Question

My back patio is roughly 20x30 feet and is currently a weed-infested nightmare. It’s on The List (you know, the “Which project do we attack next?” list). Naturally, there is a protocol to follow:

1. Spend a lot of money buying magazines;
2. Pick a few favorites;
3. Argue with Allison;
4. Go see some material in person. Get prices from a national home improvement store and a local vendor. Lament over the difference in cost and quality. Factor in the “buy locally” argument.
5. Make a decision.

After a stop at Lowe’s, we headed for a stoneworks company to see what our choices were there. Both companies had their advantages. Both were knowledgable (surprisingly, the blue apron at Lowe’s had some patio chops). There was a sizable pricing difference but I typically support local businesses. All it takes is a little convincing and the answer to one oft-asked question:

“Why should I buy from you?”

Printers hear this question frequently, I’d imagine. Either we are being compared with another printer or with an online source. You must, must, MUST have an answer.

In our case, the local source didn’t. He replied, “I dunno. I guess it’s a matter of preference. You can buy from them or you can buy from us.”

Crickets.

We still haven’t decided and there’s a good chance I will do some or all of the work myself.

The decision would be a lot tougher if the stoneworks sales rep had made a better argument than, “I dunno.”

Have your answer ready. It’s coming. The people who ask it are looking for a reason to buy from you. Give them one. Or two.

Or go to work for Lowe’s. You might look good in blue.

Bill Farquharson can be reached at 781-934-7036 or bill@aspirefor.com. His new website is up: billfarquharson.com. There, you will find information on his sales training programs and the three books on sales he has released this year.