What They Have…”Not” How I Benefit

I learned so much when I stopped to read this vendor banner today at a manufacturer’s expo.

  • I learned that this company has…….wait for it: “sales reps.”
  • And they have…”customer support services”
  • And that they’re here to “partner with me” on the phone, online, or in-person.

Wow–I’m switching all my business over to them right away. Not.

If we’re gong to stand out and speak to our potential buyers–use a voice that matters to them. Speak to their bottle necks, pain points, liability areas, and profit compression.

Show how you can make your prospect’s life easier, safer, or more profitable.

You-“We Have 13 Locations”…Them-“Who Cares?”

Thirteen manufacturing plants. And a map of where they are. This is the cool slide in our presentation or page in our brochure that we love because it shows how “big we are.”

“Me me me. Look at me and how big I am.”

Or this one. “We have a precision engineered shank to within 1/64″ tolerance.” Or “This goes on in one application whereas competitors require two.” Or “Our product is 35 percent more energy-efficient than the next leading brand.”

What’s the common thread in all these approaches?

Answer: They just tell a story about you. Not your customer.

This problem is as old as the hills and yet I bet your current pitch, brochure, or presentation includes plenty of it.

So change it.

  • “Your projects won’t be held up by order lead-times because our plants are located around the country to provide 3-day shipping to every major metro market in the country.”
  • “Customers who use our shanks find they can double the service time of their assemblies which can save an average of 60 hours of labor per year–with a payback of just 8 weeks.”
  • “Your painters can get an average of two additional completions per day with our one-coat system which can reduce your sales cycle by 10 days–allowing you to increase your cash flow as much as 20%.”
  • “Users like you can pocket anywhere between $120 and $375 per year with our 35% better energy efficiency.”

Now it’s your turn. How are you going to change your sales presentations?

How Do You Stand Out?

Hot dogs. Do you know how to stand out and create “raving fans” when you run a hot dog shop? Or any other business? You do what I saw the other day at Hot Dogs of Santa Cruz in Roseville, CA.

I had 20 minutes to kill before an appointment and hadn’t had lunch so I stopped at this place (my wife’s going to frown on this), I’d never been before because…well–I was hungry and I love hot dogs.


The Greeting…The man greeting the customer before me (an older man) said cheerfully “Hello young man.” Then he greeted me (not that old), with “Hello young man.” Point? It stands out, was humorous, and memorable. How do you greet callers?


Friendliness and Humor…My order: “Two hot dogs with just mustard.”His reply: “One hog dog, extra jalapeños.”  The cash register total: $9.21  His reply:: “That’ll be $921 dollars.” When appropriate, how do you engage with your customer to bring a smile or lighten a routine exchange?


Service…He set my 1st hot dog the counter and said “We’ll bring your second one to you when you’re ready.” By the way (noticing my iPad), do you need WiFi?” It’s the small things that all add up to make a big difference.


Results…You can see in the photo that the place was packed and there was a line at the counter. And for me–I’m now a raving fan.


So if someone can do all this selling hot dogs…don’t you think you and I should put the same effort into our customer touches?

And by the way–he wasn’t selling hot dogs…he was selling me.

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