If there is no difference between the value that you offer and the value that your competitors offer, your clients are right to make price the deciding factor. [It is your job to both create more value and to differentiate that value from your competitors, if you are to command a higher price]
If you can’t differentiate your offering from your competitor’s offerings in a meaningful way, you cannot expect your client to be able to do so on their own. [It is your job to help your clients understand what makes you different and how it makes a difference. You have to arm them to defend the decision to buy from you internally].
It is likely that you do many things different from your competitors, and that the things that you do differently make a difference for your clients. Not being able to name them and point to how they create value is the same as not being different. [If you can’t quickly and convincingly rattle off the five things that differentiate and define the difference in the way you create value, then your client is right not to believe you are different].
If you don’t believe that the value your company creates is different in a way that makes a difference for your clients, then your dream clients will never believe that you are different in a way that makes a difference either. [If you don’t believe that your company is different and better at creating value than your competitors, how do you expect your client to believe it?]
If you don’t believe that you are different from other salespeople in a way that makes a difference for your clients, then you are not going to be part of the difference that makes you worth paying more to obtain. [You are part of the unique value proposition. You are the wedge between your clients and your competitors. If you don’t believe this—and behave accordingly—neither will your clients].
If you are not personally part of the value creation and the reason your dream client should choose to pay more to obtain you, then your dream client is right to choose to buy from a salesperson that is part of the value they are paying more to obtain. [When you win, you will have beaten another salesperson for the business. When you lose, you will have lost to another salesperson. Your client is making a hiring decision. You must be part of the value creation!]
Why should your client pay more to obtain you than they would pay your competitors?
How easily can you differentiate your offering from your competitor’s in a meaningful way?
What makes you personally part of the value creation for your clients?
Why should your client choose to pay more to obtain you and add you to their management team?
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