All things being equal, why should I buy from you? I posed this question to a salesperson in one of my workshops, and I watched his eyes grow as big as saucers. He hesitated, stammered, and finally said, "Because I will take care of you after you purchase." I smiled and said, "And how will you do that for me?" Again the same type of reaction occurred, and he said, "I will be available if you have any questions." I said, "OK, but everyone says that. Why should I buy from you?" He stammered, "I guess because I am a nice guy." Strap in, salespeople, we have work to do.

If You Don't Know, You Have Little Value

If you can't readily and confidently answer this simple question, you have no ability to truly position yourself as the salesperson, company, and product of choice. If you don't know why someone should buy from you, they won't know either - and they will buy somewhere else. You must have a precise, specific answer. Selling generalities will never build your credibility with a potential customer. Customers want and deserve to know specifically why they should buy from you as opposed to another sales associate. How would you answer the question? How do you do things differently from your competitors? What is your value proposition?

Ten Reasons Why Method

We have helped salespeople all over the world develop their personal value proposition with our 10 Reasons Why Method. This proactive process helps you define your value proposition for your customers, and it helps differentiate yourself from your competitors. It's important to follow the process below in order to maximize the value. Let's get started.

The Commitments

What are 10 commitments you are willing to make to every customer? Write the personal commitments out as "I will" statements that relate to your product or service. In other words, "You can count on me because I will..."

These examples were provided by my students from a variety of industries:

I will send you an eNewsletter monthly with valuable information.

I will keep you informed of any changes in the product or service that will allow you to maximize your investment results.

I will personally schedule your service appointments to ensure you receive the best service possible.

I will schedule quarterly calls with you to make sure all of your questions are answered fully at all times.

Every individual's ten "I will" commitments are unique and should always reflect his or her personal approach to customer care and personalized service. Once you have created your ten "I will" commitment statements, you're ready for the next step.

Next Steps: "I Will" Branding Strategy

Now that you have your "I will" commitment statements written, turn them into a branded handout and InfoGraphic for your customers. These two strategies will provide you with a unique competitive advantage. You will have a tangible tool for building value with your potential customers.

The "I Will" Card

1. Card Size - 5 x 7

2. Utilize Heavy Stock High-Quality Paper

3. Professionally Designed

4. Company Logo and Mission on the front of the 5x7 card.

5. Your Photo on the Back - High Resolution

6. Your 10 "I Will" Commitments

Have this card laminated and professionally printed and provide a copy to each and every customer you meet. This becomes a sales document for you that celebrates your unique approach and answers the big question, "Why should I buy from you?" Instead of stammering and being put on the spot, you will look professional, prepared, and confident. 

InfoGraphic

Duplicate this document as an InfoGraphic to email your customers as a value proposition. Research different InfoGraphic tools that you can use to make yours professional and high quality. Look for images to place within the InfoGraphic that represent the intention of your "I Will" commitments. We live in a digital world, and this will dramatically enhance your digital communication approach.

"Every contact we have with a customer influences whether or not they’ll come back. We have to be great every time or we’ll lose them." ~ Kevin Stirtz

“The key is to set realistic customer expectations, and then not to just meet them, but to exceed them — preferably in unexpected and helpful ways.” ~ Richard Branson

Going through this process gives you a tangible tool to deliver to customers both in person and digitally. Even more than that, it prepares you to look someone in the eye, smile, and answer the question confidently. Now, you are armed with your personal value proposition. 

Make a difference today.