Sales professionals know they need to focus on their unique differentiators. However, many salespeople focus their conversation on what we call “table stakes.” This means they are talking about exactly what their competition is talking about – not very useful. Our “old brain” likes contrast, and when it hears similar messages it can’t see any difference and get frustrated. That means your prospect forces contrast on the only thing they can, price.
You need to focus your conversation on those things that you do well, are uniquely yours, are important to your customer, and that allows your customer to do something better than if they didn’t work with you. Finally, you need proof of what you claim. When you do that you appeal to your prospects old brain and move them toward you.
To learn more about how to message your unique differentiators, contact us today.
