I was reminded recently of the story of Bob Golomb. He was, and still is I think, a car salesman at a Toyota dealership in New Jersey but Bob is not just a common or garden variety: Bob is a super salesman. Apparently at his peak he consistently sold twice as many cars per month as the average US car sales person. Now why am I interested in him?
Well since he was selling something that you could get from any other Toyota dealer, and remember I do mean get exactly the same; the same physical car in fact, he could not have been differentiating himself based upon his product. No, his differentiation was based upon the way in which he delivered that product to his clients. If you want to know more about Bob I suggest you read “Blink! The Power of Thinking Without Thinking”, by Malcolm Gladwell. In essence Bob treated everybody the same so he would engage a spotty 18 year old youth looking at a top of the range car exactly the same as he would an affluent looking be-suited business person – always! He also listened to his clients. If they wanted to talk about 0 to 60 times or BHP then Bob got technical, but if they wanted safety features or fuel consumption then Bob delivered the goodies here as well.
This chameleonic approach to sales is much harder to do than it sounds: we all get excited by what we are selling and so want to talk about all its features and benefits especially the ones that we like – this is a mistake and a mistake that the over-performing Bob Golomb does not make. Mmmmm.
Ask yourself this simple question: what three things can I change about the way I deliver my product or service that will a) be of benefit to my client, b) make them feel like an individual and c) make me stand out from my competitors? Remember the smaller the thing the better but just make sure you are consistent – people like to rely on things so consistency is vital when creating these new stand-out features.
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