“…what Makes You Better?”

Just think ... Retailers often face this question on sales calls, as well as others like "why should I buy from you / your company?" or “what makes you different?”. As noted in my last post, they probably spent a lot of time on “Product Information U” reading exactly how to answer these questions. Answering questions like these will usually make you feel secure and less likely to give you the best of what you have. Think about it for a moment ... if you answer that question immediately you sound like everyone else is selling. come before thee, and they that follow thee. By answering the question you create a “similarity” and a belief in the mind of the hope that you are the same for all people.

You should also consider that everything you say will be considered “sales fodder” and is often listened to with skepticism and the idea of “oh sure”. There are many different situations in which these questions can be asked. Are they currently buying this product from someone else? Is this a product they have bought in the past, or a product they have never bought? Knowing what your situation is will help you determine how to proceed. Instead of answering the question, you might want to say, "I would love to tell you but I am curious, is this a product you have used in the past or are currently buying?". Their answer will be a piece of important information that we can plan our next question.

If they are currently using or have previous knowledge, it would be very reasonable to find out what they have used in the past. If they want to make a change "what would they like to see differently?" This is a question that can get us information that will begin to build our offering, or to indicate that we do not have what they want. Remember, too, if they have never bought or used one before, providing your information is now a shopping list that will allow them to compete with you and “sell” what is offered.

Not always, but often the best answer to another question. By not answering the question but by asking, “Was there something you hoped would improve?”, Or “if we could give you something different or better, what would you rely on?” With these questions, you end up getting a chance to find out exactly what they want and it can shape your answer based on the answer you get.

It takes courage and emotional control to answer this way but you will find that it will put you in a completely different light about your hope. Stop responding to "what makes you better" and you'll get better information that will help you make more sales!