Even if your product isn't No. 1, sell it with the enthusiasm that it is. If you go at it with your tail between your legs, your prospect will see through you in a heartbeat.
Walk your prospect through the facts and what the market offers. Explain why the product you're offering would satisfy their needs. Why buy an F-250 Dually when you are only hauling bags of mulch for the garden on dry roads?
Much of your success in selling against number one is your attitude and how you approach the situation.
If you go at it with your tail between your legs, your prospect will see through you in a heartbeat. Yes, your product may not be the market leader, but it is also not a piece of crapola either. Present your product with the same enthusiastic system as you would any of your products using the tried and true: feature, advantage, benefit, trial close method followed by the feature, advantage, benefit, close.
About the Author
Alan Sipe
President, Toolbox Sales and Consulting
Alan W. Sipe has spent the last 42 years in the basic hand tool industry including positions as President of KNIPEX Tools North America, Sr. VP Sales and Marketing at Klein Tools, Manager Special Markets at Stanley Tools and sales management at toolbox manufacturer Waterloo Industries. Currently Sipe is the owner of Toolbox Sales and Consulting specializing in sales strategy, structure, development and training. Sipe can be reached at [email protected] or 847-910-1063. Connect with Sipe on LinkedIn.
