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

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