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As a salesperson, you’ve likely faced the inevitable question on sales calls: “What makes you better?” Or perhaps, “Why should I buy from you?” At first glance, these questions seem like golden opportunities to highlight your product or service. But in reality, answering them directly may do more harm than good.
In this blog, we’ll uncover why responding to these questions can backfire, how to reframe the conversation, and actionable techniques to build trust and close deals.
Why Answering the Question Is Risky
When you answer “What makes you better?” you run the risk of sounding like every other salesperson the prospect has spoken to. It’s easy for your well-rehearsed response to come across as sales jargon, making you blend in with the competition rather than standing out.
The “Oh Sure” Perspective
Your carefully crafted answer may also be met with skepticism. Prospects often view direct answers as sales fodder—statements designed to sell rather than genuinely address their needs. This can make it harder to build trust and establish credibility.
The Power of Asking Instead of Answering
Instead of jumping into a detailed explanation of why you’re better, consider responding with questions. For example:
These questions help you gather valuable insights into the prospect’s needs, preferences, and pain points. With this information, you can tailor your pitch to align with what they’re truly looking for.
Situational Awareness Is Key
Understanding the prospect’s situation is crucial:
Don’t Provide a “Shopping List”
When you directly answer what makes you better, you risk giving prospects a checklist they can use to compare you to competitors. This commoditizes your offering, reducing it to a set of features rather than a tailored solution.
Reframe the Question
Instead of providing a list of features, ask:
These questions shift the focus back to the prospect’s needs, positioning you as a problem-solver rather than just another salesperson.
Why Emotional Control Matters?
Responding with questions rather than answers takes courage and emotional control. It’s natural to want to jump in and highlight your product’s strengths, but pausing to gather more information can yield better results.
Building Trust Through Curiosity
When you show genuine curiosity about the prospect’s situation, you differentiate yourself from competitors who focus solely on pitching. This approach builds trust and opens the door to deeper conversations.
Gain Valuable Insights
By asking the right questions, you uncover critical information about the prospect’s preferences, challenges, and goals. This insight allows you to craft a response that directly addresses their needs.
Stand Out from the Competition
Most salespeople default to answering questions about their product or service. By taking a different approach, you position yourself as a thoughtful, customer-focused professional.
Close More Sales
When prospects feel heard and understood, they’re more likely to trust you and ultimately choose your product or service.
Answering “What makes you better?” might seem like the right move, but it often leads to skepticism, commoditization, and missed opportunities. Instead, focus on asking insightful questions that uncover the prospect’s true needs.
This approach not only sets you apart from the competition but also helps you build trust and close more deals. So, the next time a prospect asks what makes you better, resist the urge to answer and start asking the questions that truly matter.
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