How To Win More Customers In Today’s Economy

If you have been in sales since before the 2007 financial crisis then you know things have changed a lot in sales.  Since then many talented and capable sale professionals have found themselves in serious trouble. Maybe you are one of them.

If you are, I encourage you to read on – because there is a solution, there is something you can do about it.

But here’s the issue as I see it!  Sales people and sales managers have just continued doing what they have always done without thinking about the changes needed to position themselves to be successful.

It seems that, because they have always had good results using the techniques that they have used in the past then it’s just a question of increasing activity, and something should stick and this will be enough to overcome any difficulties.  This has not been the case!

Is that what you find?

Truth is, today there are fewer prospects (because companies are closing down) and those that remain have fewer resources and find themselves being squeezed by their prospects to deliver more for less.  Add to this the fact that this has been happening exponentially for years now!

So if you are now going out just to SELL a product, you may as well stay at home.

But that’s not an option, right?  You can‘t just do that.

So what is the alternative? What should you do instead?

Allow me to let you in on a little secret!  It’s called Expert positioning.

If you are going to win at this game of selling, you have to change the rules in your favor.  In fact you have to completely rewrite the rules of engagement.

You must find a way to get your prospects to choose you over your competitors, and make your competition powerless against you because you created the field of play.

Impossible? No, Expert Positioning!

So where do we start?  We start at the most important point in the sales process – inside your prospects’ head!

Here’s what your prospect is thinking right now:  “Spare me the B.S.  I don’t want to throw money away; I am not out for some adventure or flight of fancy here – I want to save my business!”

Warning: It’s simply not enough anymore to be “attentive to needs of the prospect” or to “communicate the benefits”.

Simply asking “how can I help you solve your problems” just doesn’t cut it in this market – because that question does not solve anything! Your prospects day is full of sales reps promising the earth moon and stars.

So what you must do is switch the cards on the table. Why?

The prospect is suspicious and worried. What will help him overcome his suspicion and worry? I’ll tell you: The Expert.

The Expert calms everything down.  The Expert is the best choice for the prospect because it means no one can say: “What on earth did you just buy?”

When you position yourself as an expert he can say that he chose the specialist.  Then his boss, colleagues, wife, friends and dog will all reply (with a wide smile of approval) “Ah, the expert – that makes sense…”

The prospect will always look to work with the expert.  He writes checks for experts. Of course, the experts’ credentials must be shown first by providing valuable information. Showing experience and ability.

And so we come to Expert Positioning which builds in the mind of the prospect the perception that YOU are the expert in your product or service category.

Expert Positioning is a concept that comes from the world of marketing and is often called “brand positioning”. It consists of a brand name positioning itself in the prospects’ mind as different and more interesting.  Very often this is achieved by creating a brand specialist.

What I discovered is top sales professionals adopt this concept and apply it to themselves and their sales career.

The result?

When you are perceived as the expert by the prospect, the sale is made before you even as for it. There is no competition.  When you are perceived as the expert the competition are viewed as a nuisance.

When the prospect believes you to provide the best solution because you are the one who knows your industry better than anyone, even the discussion around the price is of little consequence.

So how can you position yourself as an expert starting today?

First thing you have to do is:  Stop focusing on your product!

There are many things you can communicate to your prospect without necessarily reciting the “prayer” that is the features and benefits of what you sell.

Work on your Expert Positioning and communicate value by using each channel available to you, including the internet and make sure that your content and actions position you as an expert in that market.

Where possible give the prospect results in advance, by providing a solution to a particular problem before you ever engage with them.

You do not have to say “I am the Expert”; just communicate it by distributing value to your market place.

You have the chance to do this at virtually zero cost and see powerful results.

How?  You have the internet for starters.

I’ll explain in other articles, video and other media how to use the internet and social media to effectively create and maintain your position as an expert.

But for now I suggest you do two things:

1) Think about your industry and ways you can create the perception that you are the expert. The good thing is there are many shortcuts you can take – but all you really need to do is understand the needs of your industry create content that demonstrates your knowledge and put that in front of your ideal clients. While your competitors are still cold calling with “Hello Mr Prospect, I work for XYZ company and….”

2) Look at my blog, my social media and watch what I do to apply the concept of Expert Positioning.

This is what a top sales pro does to win the business. They work on themselves and on how best to position themselves to be perceived as an expert by their ideal clients.

Here’s another key thought:  YOU are important, not your company.  I’ll talk about this again in much greater detail – but you need to be thinking along these lines.

Remember; YOU are the one the prospect calls, not your company – because YOU are the expert, YOU specifically give value to the prospect.

Now think about your industry and hot to communicate better “value” to your potential prospects.

Stop cold calling with the usual: “Mr Prospect can I have just a minute of your time?  Our company…..” Leave that to the losers! YOU are the expert.  The prospect calls YOU and listens to very carefully  -  because YOU are the expert!