Are you turning off your prospects by telling them that your company, products, and services are the best?
Let me give you an example of what not to do with your positioning statement. For the last two decades, I’ve worked with many types of businesses, from Fortune 500 to small mom and pops. I have trained thousands of sales professionals throughout North America on how to become the Preferred Provider in the markets they serve.
Like you, my marketplace is highly competitive, and there are hundreds of sales coaches and consultants competing for the same business. Now here is something you should know about me!
“I’m the number one speaker and sales trainer in North America.”
“As you read that last statement, how do you feel about me? Does that statement make you want to keep plowing through this blog, or would you like to shred me digitally? If you were asked to describe me based on that opening positioning statement, would you use phrases like “He’s awesome,” “Very knowledgeable,” and “What an expert”? Or do words like jerk, cocky, and arrogant come to mind? During your next sales conversation, go into the prospect’s mindset when you start describing your company and products as best in class or number one in the industry. Are you scoring points and endearing them to you, or are you irritating them and turning them off? The universal goal of salespeople in sales conversations is to stand out and appear different than the competition in the eyes of the prospect. It’s very typical that in the first 10 minutes of the initial meeting, many salespeople can’t resist proclaiming the virtues of their company and products, which makes them look and sound like every other salesperson your buyer will see and ultimately turn off the prospect.
When you use the words best company, best products, or best service, you are most likely repelling the buyer rather than attracting them. The problem with using the phrase “the best” is that the best is subjective; it can’t be proven. (unless it can, but that’s rare) As a sales professional, when you make a claim that you can’t prove, you don’t build trust in the customer’s mind; instead, you create distrust. When you say it, the customer won’t believe you; when they say it, it becomes true. Try positioning “we’re the best” with professional buyers or procurement agents during your next sales conversation and watch their reactions. You will be quickly relegated to the same as all the rest categories or what I call commodity-ville.
Being different is better than being the “best.”
Kill the meaningless adjectives.
If you can’t prove your claim, don’t make it!