Overcoming Your Biggest Competitor

Before you read any further in this article, I'd like you to take a moment and write down who your biggest competition is.

OK, got it?

I'm going to go out on a limb here and tell you that no matter what company you wrote down, you're wrong. Here's what I'll tell you; no matter what industry you're in, no matter how long you've been selling, the biggest competition you face in selling is the status quo. The Status Quo; whatever it is your prospect is doing now ? that's the key challenge you have to overcome in selling. Recognize this universal truth and you can become much more effective in your selling efforts.

To really understand why the Status Quo is such a formidable competitor it helps to explore a bit about the psychology of decision-making. According to psychologist and author Robert Cialdini "Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision."

Let's look at how this applies in selling. Getting a prospect to change what they are currently doing ? even if you have a genuinely better solution - is difficult. Our natural reaction is to try to show how we what can offer is better, how we can save them money, how we can save them time, and so on. Yet, oftentimes the more we try to back up our presentation with facts and evidence, the more strongly our prospect will seek to justify and rationalize what they're already doing. Admitting that they made a bad (or less than optimal) choice, would create some real internal dissonance. The louder that dissonance the greater the search for rationalization and consistency becomes. This is particularly true if the decision made is a public one; the more people that know about the decision, the more the person who made it will seek consistency and resist changing.

For example, suppose you are selling a software solution that has been proven to save companies time and money ? and you can document it. You call on the head of IT at a key prospect. He tells you that he has developed his own solution, which, according to him "does the same thing that your product does." As you show him the proprietary features of your program, he even admits that yes, it can do things his can't, and yes, it would save time and money, and yes, the CEO would really like the access to information it would provide. Yet, he won't proceed with the sale. Why? Well, what you may not know is that everyone in the company knows that the IT Director (your prospect) has been championing how great his own system is, and that his line throughout the company is "Why buy when we can create this system ourselves."

Even though he knows intellectually that you may have a better solution, he will do everything he can to justify his earlier decision; to do otherwise would cause great internal dissonance and discomfort.

So, then, how do you deal with this situation?

1. Recognize that your job in selling is to understand what people do ? and to work with them to help them do things better.

2. Don't try to sell by showing that your product or service is better than the competitors' (or whatever else they might be doing).

Wait ? that sounds inconsistent, you say. First you say that I should help him do things better, but I shouldn't show them why my product is better?

The seeming inconsistency resolves itself when you remove yourself from trying to "sell your product" and shift your focus to understanding what people do, why they do things that way, and what they're hoping to accomplish in the future. Your questions should be squarely focused on the prospect ? not on you.

The best way to bring these seeming contradictory goals into alignment is to show your prospect how you can ENHANCE what they are already doing. By showing how you can enhance, in essence what you are saying is "Hey, you've got something that's working here, and I'm not going to upset your apple cart. My goal is to help you take what you've already got, and help you make it even better."

By taking the approach to enhance you accomplish two important things. First, you are helping the prospect maintain their sense of consistency which will make you an ally. Second, by starting with this approach, you may make a small sale initially but you now have the door open to larger sales and the beginning of a long-term relationship.

As Cialdini sums up "For the salesperson, the strategy is to obtain a large purchase by starting with a small one. Almost any small sale will do, because the purpose of that small transaction is not profit. It is commitment. Further purchases, even much larger ones, are expected to flow from the commitment."

Copyright 2005 Lexien Management Consultants, Inc

Mark Dembo; President, Lexien Management Consultants (http://www.lexien.com) Mark has over 20 years of sales, sale management, and business development experience, focused on improving the performance of individuals and organizations. Lexien Management Consultants provides sales training, consulting, and coaching services to organizations and individuals who are motivated to grow their businesses. Each month, Lexien publishes the Sales Success Newsletter.

---

Creating a Power Plan

Part of the power plan is making sure you have... Read More

Are You Running Your Business or Is Your Business Running You?

Being a small or home-based business owner can be loads... Read More

Small Does Not Mean Invisible!

Running a business on the net these days can be... Read More

Franchise Territories for Mobile Businesses; Why Limitations

In franchising an individual desirous of their own business will... Read More

North County San Diego Small Business

North County San Diego has had some significant growth, and... Read More

Excuses Franchisees Make; When They Violate Exclusive Territory Agreements

One of the biggest excuses franchisees of home based and... Read More

Small Business Savvy: Reaching Key Big Business Decision Makers

As a solo entrepreneur or small business owner, one of... Read More

We Know Who THEY Are

Am I the only one that does not have an... Read More

Gold Medal Delegation

When the recent Games of the XXVIII Olympiad came to... Read More

Increase the Wealth in Your Community

Many of us have noticed how some nearby communities seem... Read More

Keeping a Partnership ALIVE and THRIVING

What are the best methods for keeping a good business... Read More

The Key to Small Business Growth? Buyer Alignment

Unfortunately for all buyers, each selling organization and their individual... Read More

Direct Mail - For Small Businesses

We hear a lot of talk about junk mail nowadays.... Read More

If You Want To Be Remembered...

Send handwritten notes. That applies whether you're a guy or... Read More

Business Plans - What Consultants Don?t tell You!

Do you have a Business Plan? Congratulations, but you are... Read More

Money Series 1: Who Takes Your Money

Your business is making profits, but where is the cash?... Read More

How to Give FREE Advice and Make Money

When is advice free and when should you charge for... Read More

Do You Need Accounting Software for Your Small Business?

If you're anything like me then you dislike with a... Read More

Public Relations: Antidote for Small Business Failure

When small businesses fail, the wreckage is often assigned to... Read More

Fleet Washing Operations Manual Sample Outline

In the Truck Washing Business every single type of vehicle... Read More

Your Babys Ugly..and Youve Got Bad Breath

I've got good news and bad news. The good news... Read More

Five Facts and One Motivating Factor Behind a Successful Home Business

All legitimate home business entrepreneurs insist and announce loud and... Read More

Joint Venture Your Way to Extraordinary Sales!

You know what makes me really happy? Drinking a Starbucks... Read More

Computer Tips that Help Small Businesses Operate Profitably

When working properly, computers enable small businesses to make big... Read More

Concrete Cleaning Discussed at World of Concrete Expo 03

If you are in the pressure washing business and are... Read More

Five Tips for First Time Entrepreneurs

It seems so long ago that I started my first... Read More

You Dont Yet Know What You Dont Know

Someone new to business ownership recently told me, "Before I... Read More

If You Want to Work from Home

Here are some important points to take note of if... Read More

Cashing In Your Chips & Pastures New

No, I'm not talking about gambling or dairy cows ?... Read More

The Franchisors Heavy Load

Why are we over regulation the franchising industry, what purpose... Read More

Mobile Pressure Washing and City Contracts

Many mobile pressure-washing companies turn to government contacts to make... Read More

Business Owner--Educate Thyself!

Remember the training programs, seminars, and workshops you had to... Read More

The Wrap on Ag Plastic

While driving through Pennsylvania farmland, you have probably noticed an... Read More