It’s not what we do or how we do it but why that differentiates us. Today I was on the radio show Bosma on Business. Mike asked us what’s the number one thing that will increase sales? I agreed with all the answers they gave as things that will help you increase sales but in my opinion the number one thing that has to come before all the others is that you have to believe you can increase sales. And in order to believe that, you have to believe that what you are selling has value and that people need it because it will make a difference and have a significant impact on what they are trying to accomplish. This is why in a small business or a start up the owner or founders frequently tell me that they out sell their sales team. Of course they do, they have incredible passion and refuse to fail. If they are still outselling their sales team maybe 
they have failed to engage them fully in their mission or to help them understand why they started the business and why it matters. Their salespeople are out selling what the company does and how they do it, instead of why. This requires passion. The business owner needs to be an inspiring leader to instill this in the salespeople. If the salespeople love what they do and believe fully in the company and its products the sales will follow. Of course they need training and coaching but all the training and coaching in the world won’t help salespeople exceed quota if they don’t believe. I am reading a great book that explains this very well, Start With Why by Simon Sinek. I highly recommend every business owner and everyone who has to sell read this book.
Think of it this way, the selling doesn’t start until you suspect a need. How would you come to suspect a need? By getting to know the person. By asking questions and listening. Once they say they are interested you can start learning more and educating them but instead of telling them the features and benefits of your product and trying to differentiate your product from others what if you helped them understand why your company does what it does, why you love your job and why you believe in your offerings. You would be getting them excited and engaged. Why you do what you do can differentiate you and help people understand why they should buy from you.
Here’s an example.
How: I sell sales training, coaching and consulting.
What: I help companies increase sales.
Why: I believe that every company can have all the sales they need.
The last one is more engaging. It’s emotional. Every business owner and salesperson I know wants to have all the sales they need. Think about how you can help your customers and prospects understand your “why”. If you are having trouble with that give me a shout at answers@aliceheiman.com or call me at 775-852-5020.
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