Selling Gommodities

(Continued from previous page) customer. Keep in mind that often what you see as important may not be viewed that way by your customers.

At one point in my career, I worked for a company that celebrated its 100th year anniversary. That was unusual. No other competitors had been in business nearly that long. The company decided to make a big deal about it. A history of the company was written, brochures printed, even murals depicting significant moments in the company's history were painted on the walls of the corporate office. We all thought it was important.

Our customers, however, didn't care. After respectfully listening to our boasting, their response was some form of "So what?" In other words, our lO0 years didn't mean anything to them. In no way did it make their jobs easier, simplify their lives, or make them more important to their companies. What we thought was important turned out to be irrelevant from our customers' perspective.

Don't make the mistake we made. Instead, take the time to critically analvze vour list and eliminate those items that are not important to your customer, that don't impact their jobs or make a difference to them. You should be left with a handful of items.

4. One more step to the preparation. Translate each of those items into statements of benefit to the customer. For example, your company may be local , while your competitor ships from 50 miles away. So what? What does that mean to your customer? You could translate that item of difference into a benefit by saying something like this: "As opposed to some other suppliers, we're just l5 minutes from your plant. This means that you can get quick delivery of emergency shipments, as well as rapid response to any problem that might develop. So, you'll have potentially less downtime in the plant, and of course, less stress and pressure on you."

Now that you've professionally prepared, you are ready to communicate those differences to your customer. You need to point them out in an organized and persuasive presentation.

Prepare a sell sheet with each of the differences noted as a bullet. Next to each bullet, have a few comments that