| You have a choice. You can stand out or blend in | | | | an inspirational quote. You can stamp the 7 |
| with your competitive landscape. Differentiation | | | | reasons why customers like doing business with |
| doesn't come naturally, blending in does. We all | | | | you. Use red ink to make it stand out. |
| want to fit in with the crowd, we want to be like | | | | 5. This is a small tip though it's an effective one. |
| everybody else, and we've been that way since | | | | Most promotional literature is produced on |
| we were kids. As a professional sales | | | | standard size 81/2" X 11" paper. Since most |
| representative you should focus on what makes | | | | people are overwhelmed by the amount of work |
| you different because the similarities will take care | | | | on their desk - they simply create stacks of sales |
| of themselves. | | | | rep literature. Go to an Office Depot and buy |
| When selling there are three principle things you | | | | brightly colored 9 X 12 paper. Affix your literature |
| can differentiate: You, your products, and your | | | | to the 9 X 12 paper and it'll standout in any stack |
| company. My observation is that most sales | | | | of literature. Use the open space on the colored |
| representatives do an adequate job of | | | | paper to write a note, a reminder, or even your |
| differentiating their products and their company. | | | | phone number. |
| They neglect, however, to develop a personal | | | | 6. Visibility is more important than ability. Every |
| brand. Before a customer considers buying your | | | | contact counts. Develop a (one-two-three) |
| products, they must buy you. | | | | follow-up system every time you meet and/or |
| Here are seven ways to separate you from the | | | | talk to a new prospect. Here's my |
| competition: | | | | recommendation - within 24 hours send an e-mail, |
| 1. Your appearance matters. Look the part | | | | within 72 hours send a handwritten note, within 10 |
| because your appearance influences your image. | | | | days send a handwritten note with an article to |
| You are walking billboard and how you look is | | | | your prospect. Within two weeks you have a |
| what your prospects see first. Belts and shoes | | | | total of four exposures with your new prospect. |
| should be the same color. Shoes and shoe heels | | | | Now that's impressive. |
| should be shined - every day. When it comes to | | | | 7. Prepare creative organizational charts for your |
| your wardrobe buy less and spend more. | | | | biggest proposals. In your business, if you do |
| 2. Prepare an effective e-mail signature. Your | | | | proposals especially for larger deals, consider using |
| e-mail signature of course should include your | | | | a very creative organizational chart. Think about |
| name, a keyword a short phrase - describing your | | | | the five to seven people in your organization who |
| expertise, a telephone number, and your web site. | | | | interact with your customers; you, your sales |
| Also periodically include a P.S. and a P.P.S. to | | | | manager, your Vice President of sales, customer |
| emphasize new product introductions, special | | | | service, technical service, you get the picture. |
| sales, and special events. In this way, every email | | | | Create an organizational chart using boxes and |
| provides a branding and promotional opportunity | | | | include in each box the following: name, title, |
| for you. | | | | telephone number, fax number, e-mail address, |
| 3. Getting people to return your telephone calls is | | | | and a digital photograph. This introduces your |
| challenging for everyone. Using a different | | | | entire team with photographs to your new |
| approach can make all the difference in the world. | | | | potential customer. It's easier for a prospect to |
| Mike, a client, shared this with me and it's | | | | say no to a salesperson than it is to say no to |
| guaranteed to be different. If someone very | | | | the entire team. |
| important is not returning your telephone calls use | | | | The real difference among salespeople is what's |
| this approach. Buy a coffee mug and print these | | | | inside their heads - their ideas. To offer |
| words on the mug. "Let's talk business over a cup | | | | generalities when customers are begging for |
| of coffee." Put a packet of Starbucks coffee into | | | | specificity misses the mark completely. Don't |
| the mug and include a note with your business | | | | permit generalities to skewer the real differences |
| card and the times you'll be available to take his | | | | between you and your competitors. |
| telephone call. | | | | Being boring, bland, and benign won't cut it in |
| 4. Here's a business card idea. Why are business | | | | today's very competitive marketplace. |
| cards printed one side? Use the blank side of your | | | | If you want to make a difference you have to |
| business to differentiate yourself. You can stamp | | | | be different. |