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

Your Area of Superiority
Customers buy a particular product or service because they feel that it is
superior in some way to anything else available. Sometimes it is lower price.
Sometimes it is a particular feature or benefit. Sometimes it is because they like
the salesperson better than the representative of another company. Sometimes
the competitive advantage is that you are the first person who has explained to
them how much they could improve their lives or work with your product.
Whatever it is, the customer always chooses what he considers to be the very
best available under the circumstances. Demonstrate to the customer that your
product or service fits that description.
Same Old, Same Old
Not long ago, a young man came up to me at one of my seminars. He needed
advice. He worked for one of ten companies that sold electrical supplies to
contractors in the local market. But all of the suppliers bought their products
from the same manufacturers and sold them at very much the same prices to the
same customers. On top of this, the market for electrical products was depressed
at that time.
He asked me, “Under these circumstances, how can I develop a unique selling
feature or a competitive advantage?” I explained to him that it was not really
possible. Based on what he had told me, he was selling something that anyone
could buy somewhere else at the same price and quality, and on the same terms.
His products had no unique selling features. In a depressed market, there was

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His products had no unique selling features. In a depressed market, there was
less business for everyone, including himself. There was very little future in his
industry at that time.
Make Your Product Special in Some Way
One of the most creative things you can do is offer a product or service that is
special in some way. It offers benefits that customers are willing to pay for that
are not available anywhere else. If what you are offering is a me-too product, the
only way you can sell more is by working longer and harder, by seeing more
prospective customers, and by trusting in the law of averages. But there is no
long-term future unless your product is unique and different in some way from
any other product available.