Kensei Partners

Many of our products or services are being commoditized or seen as a commodity by customers, especially the people below the ‘power line’ who are typically doing the evaluation.  We try to highlight the areas where we’re different from our competition and what makes us unique but ultimately they put us on a spreadsheet and beat us up on price until they get what they want or make a bad decision.

So, how do we differentiate our services if they are perceived as a commodity or put on a spreadsheet?   It’s in the way we sell.   The way you run the sales process and what you do throughout is what can make you stand out.  A typical sales meeting (phone or in person) is like going to a doctor for a check-up.  We ask all the typical questions to non-decision makers like “how many of X do you have? What’s your current solution? What could be better, etc.”   Then about half way through the meeting we make a hard cut over to our canned pitch that we’ve rehearsed so well and we proceed to throw up for the next 10-30 minutes about how great our solution is and all the wonderful things we can do for them.  Then we walk away, send in our proposal to someone who isn’t the decision maker and we hope for the best as we touch base and check in.  Hmm, I wonder why we’re seen as a commodity….

Instead of going through this ridiculous exercise every time, try to actually think through your own sales process and map out how you will differentiate yourself at each stage from a Sales standpoint, and not just rely on your product or solution.  How are you going to prepare for your meetings? What questions can you ask that are different from the basics? How will you follow up?  Who will you try to involve in the meetings and why should they be there?

Here are a few simple things I do to help make sure I stand out.

• Send an agenda to the client before the meeting and ask for their feedback.
• Ask about the decision making process before I meet with them to find out if anyone else should be in the meeting.
• Set specific goals before I walk into every meeting.
• Look at their web page and prepare questions based on recent events that are going on in their business that I can connect to my solution.
• Have a reason for every one of my questions
• Make sure I know exactly what their overall business objectives are for the next 12-24 months so I can align my solution with their overall goals.  If the person I am meeting with can’t tell me exactly what they are then I ask to be introduced to someone who can (above the power line).
• Follow up with the client with a brief summary e-mail of what I gained from the meeting and asking for their confirmation so I have everything in writing and expectations are clear.
• Make sure I get a committed next step after every interaction.
• Send a personalized thank you card to everyone in the meeting.

Remember, your product/service/solution might be perceived as a commodity but you’re not.  You make the difference so go make it.