How to Win in Sales

Advisor: Your strength is your ability to explain precisely why your product or solution is unique. You draw such clear and vivid distinctions.

• Become an expert in your competitors’ products or services. Help me, your potential client, see and understand the critical differences between your offering and that of others. You will excel at drawing these distinctions.

• Give me a logical process to help me consider my options as I work through a problem. I will always appreciate how carefully and rationally you review with me the details that matter.

• Come armed to all meetings with more than one approach to the challenge I’m facing. You are at your most persuasive when you are showing me how you weigh one choice against the other. I won’t always agree with you, but watching you think things through will help me think things through.

• Over time I will come to lean on you for input during times of uncertainty. During these times, intentionally offer yourself as a resource within your area of greatest expertise. (However, take care not to guide decisions where you aren’t qualified.)

• Demonstrate that you know my or my company’s particular challenges inside and out. Even if I haven’t engaged you yet, your presenting me unique solutions to problems that my current supplier is trying to help me solve may be just what it takes for me to switch. Show that you know me.