Imagine a discussion with a prospect and after discussing all the solutions you can render to improve a business he asks just one question which we call the ice breaker! “Why should I buy from you and not your competition?” There’s no greater sales opportunity than a prospect asking you about the value you provide. This question usually indicates a buying signal that the customer is seriously considering your solution and they have researched your product and it could meet their needs.
Due to our human nature, prospects are afraid, they wonder what is going to happen if the product disappoints. Will there be post-sales support? Or will you leave them high and dry to deal with the trouble?
Diffusing your prospects’ fears is the fastest way to make the sale.
How can this be done? By providing a Unique Selling Proposition(USP). Every business needs to have a USP, the reason why customers should buy from you instead of from your competitors.
A USP is always stated in terms of the benefits it delivers to your prospects. It must be able to state the benefit clearly and also fulfill it effectively. It is not just a list of your company’s product’s features nor its key benefit.
It is a promise of values that quickly separates you from the competition. Let us also state here that you do not make “price” your only USP as it is necessary to combine with more value –something your competition doesn’t do, doesn’t offer, or would find difficult to do – or can’t duplicate. It is important that the USP(s) not be easily copied.
In creating a meaningful USP, the following questions should be answered:
- What are my client’s needs (both MET & UNMET)?
- What is the competition promoting that is unique and distinctive to them?
In conclusion, answering this all important question is very crucial in convincing the prospect and closing a deal. How do you answer the question “WHY SHOULD I BUY FROM YOU AND NOT YOUR COMPETITION?”
Authors: David Obakpolor and Chris Acheme
