What separates you from your competition? This tip is for you if one of your differentiators is knowledge and expertise. Let’s start with a story…
My business friend Ron is an experienced estimator and salesperson for a roofing company. He presented a detailed proposal for a new roof on a large, older commercial building. Based on the age of the building and his roof inspection, Ron thought there was a good chance the roof had asbestos materials under the current surface, and he included the appropriate remediation in his estimate.
A few days after delivering the quote, Ron received a call that the prospect had gone with another, less expensive provider. Ron, ever the professional, told them, “I’m glad you found a solution that fits your budget.” He then asked a question that highlighted his expertise: “Did the other company include a copy of their Virginia asbestos activities license?” He reminded the prospect that their roof is likely to have asbestos materials.
The prospect didn’t know if the license was included but thanked Ron for the tip. A few days later, they called and awarded Ron’s company the project. It turned out that when they asked the other company about their asbestos license, the company didn’t know what they were talking about. Ron won the job by asking a question that showed his expertise.
You can ask questions that highlight your expertise at networking events, in sales calls, during negotiations, and even with existing clients. When done well, one question can separate you from the competition or strengthen the relationship with existing customers.
Take a look at your sales interview sheet, your networking scripts, and the scripts used by customer service representatives. There’s a good chance you can add an expertise-based question that has a positive impact.
Remember, you’re not alone in solving marketing challenges. If you ever need assistance with your messaging, don’t hesitate to reach out to the R2R team. We’re here to help you succeed.
