Offline Business Builder Series: "Do You Hate It When Offline Biz Owner Asks Why Choose You?...!"

6 replies
Hey Offliners,

If you're anything like me then, you probably don't believe in lying to yourself, but I have to admit that sometimes I get as close to the line as possible before I catch myself and sit down for a session on the truth couch.

And for me, yesterday was the day.

From the outside looking in, it seems like a small thing, but after years of having some success doing the offline thing, I realize that my big successes (or dismal failures) usually have small beginnings.

Here's what happened...

After meeting with a prospect for a while and doing my thing, the prospect turned to me and asked the question, "Why should I choose you versus another service provider?"

As I gave my best answer, I was still a little bummed out by the fact that he asked. I don't get that question often, but it does happen from time to time.

Now, you may feel that question is no big deal and a grizzled ole' veteran like me should be able to ace that question with ease.

Technically, you're right....and I do have a semi-prepared answer depending on the information I've gathered from the prospect.

But, I also know something else to be true.

As soon as that question comes out of the prospect's mouth, I know that my positioning process probably broke down somewhere along the way.

Maybe...the meeting was scheduled too soon and we met before my shock and awe package actually arrived by mail to the business owner.

(After doing so many meetings, it's easy to overlook the fact that you always need to check to make sure that it actually arrived before you go trotting off to meet with a prospect. The shock and awe package only works if the prosect has a chance to be shocked and awed by it.)

Maybe...I came across a little too desperate in my previous conversations or emails with the prospect.

(No matter how long you've been doing this, there are times when you really want to work with a client because you like their industry, business, or need the money!)

Maybe...my good ole' trusty dusty positioning process needs to be updated and tweaked to be more effective. (Even the best sytems needs to be revamped from time to time.)

Maybe...my unique selling advantage has gotten worn down around the edges by competitors sniping my stuff. (Don't live on fanatasy island. If you have a good thing going, you can count on someone else poaching your idea or systems if they can.)

Regardless of the reason, when a prospect asks me that question, then I know that my positioning system has a hiccup somewhere in it.

This is where being honest with myself comes into play.

So, being the type of guy that I am, I'm spending the next few days to sharpen up a little bit and revisit my system to see what could've possibly been off and triggered that question.

Sure, it could've just been the prospect messing around with me, but when it comes to my bread and butter, I can't afford to get my positioning wrong.

So, if you find yourself getting asked the "why should I choose you..." series of questions alot, spend the time to take a look at your positioning process or unique selling proposition because it may be telling prospects why they should choose you over anyone else.

Hope this helps,

Chris
#builder #business #marketing consultant #offline #offline marketing plr #offline plr #series
  • Profile picture of the author Eddie Spangler
    Good realization and Im sure you will fix the issue and bring the swagger back.

    "After everything you have seen and heard from me so far, I think the real question that you should be asking Mr. Prospect is why should you choose anyone else."
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  • Profile picture of the author Aaron Doud
    Myself I like that question. Because it is a "buying signal". He just told you that your prosentation told him he needs your service. Now he's merely asking for you to reenforce what he is thinking.

    Basically the real thing he is saying is this.....

    "Ok it's clear I need to do this online marketing thing. But I don';t have a clue how it works. You're really the only one I have ever really spoken to at this level. Can I trust you? Will you charge me too much? etc etc"

    If you've build a relationship with the potential customer this is a great time to play that relationship.

    "John it sounds like I've convinced you that online marketing will help your business. I'd say that me and you have built up a pretty honest rapport. So tell me what is giving you pause still? What question do you still have unanswered? I'd be happy to explain as much or as little about what I do and how it will help your business as you would like. I know you are busy with your business so I don't want to take up all your time so I'd be honored if after we answer all your questions that you let me handle all this for you. Let me take this off your plate. So what do you say? Should we get you some answers and move forward?"
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    • Profile picture of the author McGruff
      Originally Posted by Aaron Doud View Post

      What question do you still have unanswered? I'd be happy to explain as much or as little about what I do and how it will help your business as you would like.
      ...the question of why YOU over the several other consultants that have pitched me. It's the classic interview question I used to hear in sales job interviews. And its a totally legit question that is merely a bone the owner is throwing you to help him make the decision easy and decide on YOU!
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  • Profile picture of the author unclebuck
    Great thread and something that I think many of us have struggled with!
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  • Profile picture of the author Jason Kanigan
    This is a trap, the "Why are you the best?" question.

    Best, like beauty, is in the eye of the beholder.

    We need to kick it out of the way nicely by saying so, and continue by asking:

    "There must be some reason you decided we should speak. What was that?"

    And start uncovering your prospect's factors for making their buying decision. What's important to them? Nothing you or I could say will ever be as important as what they believe and want.
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  • Profile picture of the author moneywar
    I don't hate it when they ask me that , I see it as an opportunity to sell myself further! Offer them something simple but rare to make yourself stand out from the crowd.

    You have to practice a few times to be able to do this flawlessly - but that question should be looked forward to not frowned upon.

    Put yourself in the clients shoes, they probably get loads of people trying to sell them something, so if they take the time to talk to you, you should be willingly to offer something ''unique''
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