Radio Sales Today

RAB Research and Sales Tips

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.