I have written before of the three universal marketing questions anyone selling his or her services needs to be able to answer:
- What are you offering?
- To whom are you offering it?
- Why should prospects hire you?
The third question — the “why” — seems to be the most difficult for many salespeople to answer.
“You should work with me because I really care about my clients,” said Terry, a two-year veteran financial advisor, in a role-playing session with me.
“But that’s exactly what [Terry’s competitor] said to me,” I responded. “Why should I choose you over her?” Terry was stumped.
“What is different about you?”
“Well, I’m not really different in any particular way,” he stated. “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.”