Some markets are considered as sexy: information technology, mobile systems, aviation, fashion, … and even cars.
However most businesses and markets seem to be dull with dull products: not at all sexy at all as they have:
- No new technology breakthroughs
- No market changing new entries
- No gamer changer
- No innovation in products or solutions
- No real surprises and instant changes in leadership – just slow evolutions.
This is what makes them challenging to sell as the products are not remarkable.
Avoid competing on price
Still the challenge to sell remains in this market with fierce price competition as this together with high service remains the main reasons to sell.
People know your product or solutions and have the same level of knowledge about your direct competitors.
The problem for your sales meetings is there is not much to tell or news to bring as business has become recurrent business with known competitors, known products and known service levels.
All that remains is to discuss the pricing and quantities to be delivered over the next period.
In all circumstances this pricing discussion should be avoided at first as your need to bring the benefits and advantages of your solution. Price discussions will only lower your price.
Continue or break the mold
You have 2 choices:
- Break the mold
Continue to do business the way it always has been.
Nothing will happen as long as your competitors don’t move or change.
The problem with this is that in business nothing is constant.
The only constant is change.
Thus just continuing like before can turn out badly sooner or later.
Break the mold:
Start making your meetings interesting with presenting additional free information concerning the business you are in, concerning your customers’ business.
This information can be:
- Viewpoints from respected industry or economic leaders related to the business of your customers.
- Case studies: people always like to know how competitors are doing
- Related university research findings
- Results of surveys your company has done
- Look for solutions beyond your solution by offering a complete solution concept
In every business or market there are interesting stories, events or related interesting stories or findings.
Additional related information will expose your content to others.
The interesting content challenge
The goal is to make your visits more interesting in order to get more attention and be remarkable.
Alternatively or additionally you can publish this information on line.
The challenge is in creating and providing sufficient interesting content for your customers or potential customers in order to stay ahead or to differentiate of your competitors.
The goal is to engage your customers or future customer by content and information allowing you to surpass the competition.
Will you break the mold or just continue like always was?