Don’t you just love when prospects ask you that question? – What Makes You Different? If you recognize the question as the true trap that it is, and you know how to deal with it, then you love it. If you don’t treat that question as the trap that it is, you’re toast.

 

For example…

 

Prospect: What makes you different?

 

Salesperson: Well, we really care about partnering with our clients and making sure we address the real issues.

 

Humm… could your competitor say that? 

 

How about this one…

Prospect: What makes you different?

Salesperson: We offer a variety of pricing structures.

 

Or this one…

Prospect: What makes you different?

Salesperson: We offer service plans that are rated best in the industry.

 

And my favorite…

Prospect: What makes you different?

Salesperson: You get me!

 

Oh please. 

 

If you think for one second your competition isn’t out there saying the exact same thing let me virtually smack you across the face and yell “Snap out of it!” right into your ear.

If you do exactly what your competition is doing… if you say what they say… news flash… YOU ARE NOT DIFFERENT.

Try this instead.

Prospect: What makes you different?

Salesperson: I’m not sure we are that different. What have you experienced so far that seems different to you?

 

Or this…

Prospect: What makes you different?

Salesperson: Maybe nothing. Has something I’ve done or said seem like a differentiator in your eyes?

 

Or maybe this…

Prospect: What makes you different?

Salesperson: I could tell you all the reasons why I think we’re different, but those would be my thoughts and what’s really important is why you think we’re different. Anything you see as something different from others you are considering?

 

Now, THAT is a different approach. You walk your talk.

Don’t just say you are different or better and then do exactly what the other guys are doing.

Be different. Be better. It starts with how you answer that simple question.

 

Written by: Merit Kahn, CEO of SELLect Sales Development, Emotional Intelligence Expert and Certified Speaking Professional.