To differentiate your brand… you must be entirely different from everyone else (instead of simply “better”) and your behavior most impacts the market, and their perception of you.
It’s Common Sense and remember, Common Sense is very Uncommon.
Dr. Mitchell Perry
How are you different? What can you do to set yourself apart?
- Introduce yourself
- Stand, shake hands, and make eye contact
- Personalize by addressing your customer by name
- Be an expert in your business
- Make frequent contact with your customer
- Write thank you notes
- Write personal notes (remember something special)
- Fast recognition
- Have a positive attitude about yourself, your position, and your company
- Learn to listen: Ask more and tell less – listening is the best way to get your point across
- Learn to express yourself optimistically
- Keep every promise
- Commit to check in and follow up often, then do it! Go the extra mile – deliver more than you promise
- Use humor and smile often
- Consider incorporating some random acts of kindness into the relationship
- Become a trusted advisor
- Be a tailor – continually “custom tailor” your relationship with them
How many of these traits differentiate you in the eyes of YOUR customer? Which ones do you need to work on the most? Which ones already come easily to you?
Consider the following: If you can find out what your customer wants in his terms and then find a way to give it to him, you will succeed where others fail. This is the secret to all effective sales efforts. Sales is less about selling what you have to your client, but all about encouraging your client to buy what he wants from you. Remember, you want to create “The Pull” and avoid the push.
This is an actual job application that a 17 year old
boy submitted to McDonald’s in Florida… and they hired him because he was so honest and funny!
Name: Greg Bulmash
Sex: Not yet. Still waiting for the right person.
Desired Position: Company’s President or Vice President. But seriously, whatever’s available. If I was in a position to be picky, I wouldn’t be applying here in the first place.
Desired Salary: $185,000 a year plus stock options and a Michael Ovitz style severance package. If that’s not possible, make an offer and we can haggle.
Last Position Held: Target for middle management hostility.
Salary: Less than I’m worth
Most Notable Achievement: My incredible collection of stolen pens and post-it notes.
Reason for Leaving: It sucked.
Hours Available to Work: Any.
Preferred Hours: 1:30 – 3:30 pm, Monday, Tuesday, and Thursday.
Do You Have Any Special Skills? Yes, but they’re better suited to a more intimate environment.
May We Contact Your Current Employer? If I had one, would I be here?
Do You Have Any Physical Conditions That Would Prohibit You From Lifting Up to 50 LBS?
Do You Have A Car? I think the more appropriate question here would be “Do you have a car that runs?”
Have You Received Any Special Awards or Recognition? I may already be a winner of the Publishers Clearing House Sweepstakes.
Do You Smoke? On the job, no; on my breaks, yes.
What Would You Like To Be Doing In Five Years?
Living in the Bahamas with a fabulously wealthy dumb blond super model who thinks I’m the greatest thing since sliced bread. Actually, I’d like to be doing that now.
Do You Certify That The Above Is True And Complete To The Best Of Your Knowledge? Yes. Absolutely.
Sign Here: Aries