Owning Your Prospect’s Buying Priorities
If you’re better than your direct competitors, then you must be closing deals, right? If not, then perhaps you haven’t considered ALL of your competition. You’re not just battling direct competitors, but you’re also competing against all of the other vendors that demand your target buyer’s attention…and budget.
Remember: decision-makers have vendors calling them every day with “solutions to their problems.” So, it’s not just about solving the buyer’s problem better than your direct competitors. You win when the problem you solve is the highest priority problem for the buyer. The buyers of your products and services have multiple needs, including three main motivations for buying: pain, fear of pain and gain. When your buyers have a pain or a fear of pain, then they are likely motivated to buy products to ease their pain.