Demonstrating credibility

It’s not enough to tell prospects you offer better service or quality than your competitor. Prospects want to hear specifics about why you’re better.

Here’s a formula that helps show the difference more effectively:

* Unique qualities. What can you offer that your competitor can’t? Try to convert the value of your products or services into financial results.

* Advantages. What do you do better than the competitor? Give prospects what they need to understand the unique qualities of your product or service.

* Parity. If there’s little difference between you and a competitor, look for minor ones that may add up to a competitive advantage.

* Disadvantages. Are there areas in your product or service in which competitors have a definite edge? Focus on the advantages you do have to offset these disadvantages.