Does Your Company Difference Really Attract Your Prospects?
Difference is a vital part of your sales message
For those of you familiar with the TPD Principle, you will know that difference is what stops buyers looking for cheaper prices. A good difference makes them want to work with you, no matter what the competition are offering. So creating the right difference is an important part of your sales strategy.
There’s a big problem with the differences that many companies pick
Many differences focus on what interests the company, not the client. Many companies pick differences such as family heritage, equipment, service, or quality. The trouble is that many of these differences do not attract the buyer.
Most buyers expect good service and quality as standard. They are not generally looking for above average. They usually do not understand what makes different pieces of printing equipment different. Family heritage really only attracts similar companies.
Here’s an important question you should ask when you create your difference
Ask if your difference is valuable to the buyer. If it isn’t, then your difference won’t work. Here are some of the things that do matter to buyers:
- market knowledge
- better results for their company
- products or services that make a difference to them and are not available elsewhere
- doing things in a different way that makes things easier for them
Is it time for you to rethink your company difference?
If your difference is not valuable to the buyer they have no reason not to go to the competition …
P.S. Find out more ideas on how to engage with today’s buyers: download my free e-book “Ten Common Print Selling Errors and What To Do About Them” right now. You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively. Also, check out my book “How To Stop Print Buyers Choosing On Price” where you learn how to generate TPD sales messages and create a meaningful difference
Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.
Download his free e-book, "Ten Common Print Selling Errors And What To Do About Them" and check out his recently launched book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met."