The customer of your dreams has no way of knowing if your business is better than that of your competitors. They are also not likely to seek objective information to discern differences. Trying to get a benefit by starting with your business is inefficient because it does not provide any real and workable information that your dream client can use to decide.
Level 1 is a zero
You think that your product, service or solution is significantly better than your competitors. They believe that theirs is better. Both of you spend time trying to differentiate yourself from your competitors in a meaningful way, including trying to link what you sell to the preferences of your dream client. Do not forget that your dream client has no objective way of determining which of your solutions would serve them best, having never experienced either. You do not help by providing information they can find on a website or sales sheet.
The evidence is not a proof
Maybe you provide your prospective client with references, people in companies who attest that you are an excellent partner. Your competitor may also provide a similar list, none of you having the impression of indicating the name and number of people who could say something that would hurt your chances of winning their business. What you believe to be the proof is not irrefutable proof that your dream client should buy from you.
You are the experience
What should the customer of his dreams do to decide to buy from you or your competitor?
First, they have the experience of working with you throughout the process. They get an idea of who has the best idea of why they need to change, how they need to change, and what is important to them. They also have an idea of what it will be like to work with you and your business, if you are collaborating, if you can be trusted, and how you will meet the challenges.
Secondly, because the decision to buy from you will be visible by many of their team members, they evaluate whether you are going to be acceptable – or better, awesome – for the people with whom you will be interacting in the interior . business. You must not only help them build consensus around the change and the right solution, but also check if the system will reject you.
You are the element of your business with which the customer of your dreams will have the most experience before making the decision to buy from you or your competitor. Even if they use a spreadsheet to pretend that they are making an objective decision based on measurable criteria, you are taking a big part of their decision. This means that you need to improve your game with regard to creating a preference to work with you and your business.
More than ever, you are one of the most important elements of the value proposition.
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