Let’s talk about how to successfully sell what you’ve got when your product is not No.1.
Put your demonstration together in logical order presenting your product features and benefits in order of usage. Refrain from listing what you think are the most important features first. Build up to the big points as you go. This way, you will get your prospect thinking positively about your product on the less important points. This helps when the points where you may not be the product leader come up, so you at least have a good feeling started.
When you do come to a feature where your product is not the product leader, be ready to own the objection and prepared to disarm it.
Let’s say the leading cordless impact wrench has 1,400 ft-lbs or torque, and yours has 1,000 ft-lbs. Theirs is $295, and yours is $250.
The presentation might go like the following:
“Depending on what your particular needs are, you can buy impact guns with torques from 500 ft-lbs to 1,400 ft-lbs. It really depends on what you need when making this important purchase. Don’t you agree?”
“The 500 ft-lbs. units are mostly for DIY users with very light needs. As a professional, your selection should be made based on the work you do. Don’t you think?”
“Since you work primarily on passenger vehicles and light trucks, your needs should probably be in the middle somewhere. You probably don’t need the most powerful unit that has the highest price. Do you?”
“I would suggest our unit that has 1,000 ft-lbs of torque that will easily do your work and is priced right. Does it make sense to you to get the unit that fits your particular needs?"
When your prospect answers that question positively, move on to other features and benefits. And if the time is right, close the deal.
