The Sales Archaeologist

  When we meet with a new client and start working with their people it is always interesting to hear how they feel about what they offer – the product or the service. I would say that many position themselves as the “best” in their industry. This usually happens when we are asked to compare ourselves to another company or competitor.

Is that a good Idea?

The problems with saying you are “the best” are twofold.

One – how do you measure that or verify that? What is it based on? Usually this is the opinion of the provider or at best of a few select clients. There is no way that you could compare your company to the sometimes thousands of others and accurately calculate how – on all facets – you are the best.

Second – when the prospect hears that (and they probably hear it from everyone they are looking at) they automatically are skeptical. “How can all 3 be the Best?” they must ask. Skepticism is not a good thing in this case. Also rather than differentiating yourself you have just merged with the competition by saying the same thing.

So what should you say when asked? How should you describe what you do and your place in the market?

Be Specific – “when it comes to _____ and if that is important to you then we are the best at ….”

Be Personal – “I like the way we _____ and my feeling is we are better than anyone at that…”

Be Honest – “ I would love to say we are the best but in reality there are a few providers that could help you with this – out of those I would say we are in the top 3 and these are the strengths that put us there….”

Be Like Them – “Like your Company we are extremely good at what we do……”

Be Different – “I am sure a lot of people would answer that question by saying they were the best, but I know for me that would make me more skeptical. Let me just say that we are very capable and really good at helping with your particular issue….”

Be About Me – “There are many capable providers in this space and rather than compare them I would like to answer that by talking about what I bring to the table personally …..”

The facts are that people in general are not always looking for the best anyway. They are merely looking for really good, dependable and reliable, honest and knowledgeable assistance in fixing their business issues. Citing that you are “the best” will often lead into an in depth presentation about why – instead use the approaches above to get the conversation back onto problems and fixes, if you are going to be the best at something be the best at doing that.