Sales Warrior Lesson
4:
A Unique Sales Position
It
is important to note here that these five key elements
are only evaluated in relation to other real alternatives. There is no such idea
as a perfect product, a perfect solution or a perfect sales offering. Each of
these five elements are weighed against those of alternatives choices and each
other. As your customer's alternatives
change, the relative strength of an aspect of your position changes as well. Inherently,
all
positions erodes because of the passage of time and others working to advance
their position against us.
Everyone is always searching for better alternatives. Customers and prospects
only resent salespeople to the degree that they don't help in this process. The
easiest way to sell is to clarify your customers' alternatives, and one of the
values in learning Sun Tzu's system is that it provides a structure for
comparing alternatives that most people are not away of but can benefit from.
Exercise: List five changes that are currently eroding your existing
personal or professional position and will eventually undermine it if you are
not successful in advancing your position.
