When you have a lot of competition, it can be really hard to make your business stand out.
It feels like every angle or perspective on your offer has already been used, and all of your prospects have already hired someone else.
If you’re struggling to book calls with your prospects and get them to talk with you, let’s take a deeper look into your conversations with them.
Do you know what they truly need? Do you know what the root of their problem is?
If so, setting yourself apart from the competition might not be as hard as you think. In fact, you can split the process into 2 simple steps. Find out what they are in the video below.
It can seem really hard to stand out when you have a lot of competition.
I was talking with a woman the other day, and she told me she was in financial services. She couldn’t get anyone to talk to her because they’ve already talked to other people, or don’t think they need what she offered.
The issue wasn’t her business, though. It was that she didn’t understand how to speak to the real needs and problems that her prospective clients had.
She didn’t know how to describe how she helped them, and because of that, she left them with an impression that she was just like everybody else.
Setting yourself apart from the competition isn’t as hard as you might think.
In reality, you can split it into 2 simple steps.
State your prospect’s problem using their words.
One of the biggest mistakes that people make when trying to sell is that they aren’t clearly articulating the prospect’s problem, and they aren’t using their prospect’s language when trying to explain it. When they tell you about their problems, use the same phrases they use.
The goal is to make them think, “Wow, she understands me and really knows what I’m dealing with.”
If you need help figuring out what your prospect’s problems truly are, you’ll want to read this before you go any further.
Articulate how you solve that problem in a way that makes sense to your prospects.
Make a list of the problems your prospects have, and the benefits you bring by solving them. When you talk to a prospect, choose the most powerful problem + benefit for them, and show them what life could be like with their problem solved.
Here’s an example: Years ago, when people were just starting to get online and create websites, it was all incredibly confusing. They weren’t tech-savvy, didn’t know how to put their business online, and felt pressured to find someone who could do it for them.
My son is a web designer, and during networking events, he would stand up and say, “I’m a translator. I translate between what you need for your business, and how it works on a website. I get rid of the confusion and make it easy for you to understand.”
After that, he had a line of people waiting to talk to him. That was a huge problem that people had, and they needed someone to translate.
Here’s another example from the financial field: A woman I met described her work by saying, “I navigate the rough waters of financial services so that you get to the end with your problem solved.” The word “navigate” gave them a sense that she knew what she was doing, and she’d be able to get them through it all so they could retire comfortably.
Another woman used the word “coach”. She wasn’t a financial advisor, she was a financial coach. She coached you to help you get your goals achieved.
In the end, the goal is to think about how you benefit your client, and then find the analogy for how you help them. The best way to stand out is to simply find a meaningful way to show your prospects how you make a difference.
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