The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

Ignorance Can Be the Problem
In some cases, your major competitor is not another company. It is ignorance.
Customers simply do not know your product is available. It may be new. It may
not be well-known. It may not be well advertised. Sometimes, the greatest
obstacle you have to overcome is unawareness of what your product can do for a
customer.
In strategic selling, you are always competing against someone or something.
Whatever you are selling, there is an alternative available in your market. What
you have to find out is what your prospective customers are considering and then
position yourself in such a way that your customers conclude that your offering
is superior to anything else available.
Selling in some respects is similar to warfare. Decisions in warfare are always
made in consideration of what the enemy is doing or likely to do. Many of your
most crucial decisions in selling will be determined by what your competitors
are doing, or what they are likely to do.
What is your competitive advantage?
This is your area of differentiation that we discussed earlier. In what way do
you have an advantage over your competitors? How and why are you superior?
As Jack Welch of General Electric once said, “If you don’t have competitive
advantage, don’t compete!”

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advantage, don’t compete!”
Your competitive advantage is invariably the most important reason that a
customer would choose your product over that of your competitor. Fully
understanding the nature of your competitive advantage is the key to developing
an effective and creative sales presentation.
You should be so clear about the competitive advantage of your product or
service that someone could wake you up at three in the morning, shake you, and
ask, “Why is your product better than anybody else’s?” and you could answer
this question out of a sound sleep.