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Are You Selling on Your OWN Merits?
Copyright © Marion Stearns - All Rights Reserved
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You should be selling to your own customers and audience,
not against your competitors.
Use caution when you use comparison selling. It's best to
leave your competition alone. It's a LOT better to sell on
your own worth, than to try to dwell on any weaknesses that
your competition may or may not have. Yes, you should be
very particular about the strengths that you present, when
you know which competitors you are facing. Each case
presents a different scenario. Tactics and strategies do
vary.
Since the customer is actually the decision maker, you are
foolish if you try to point out an error in the customers
decision making process, even when you do it by inference.
Sure, you must know your competition but what you do with
their information can and will determine how you are viewed
in your area of expertise. Bashing the competition is never
good business. In the long haul, the customer decides who
takes first place, not you or me. Remember "that" and you'll
always be going in the right direction. We never decide who
is number one. Customers and the general audience make that
decision.
If you can speak about your competition as good people,
great. If NOT, then say little or nothing about what you do
know about them. Some sellers use negative marketing
approaches. Negative remarks and testimonies are losers.
Just don't do it. It's not very professional and it could
cause more harm than good.
In most cases, people should consider their competition as
unique. Being better is best left up to the customer, the
decision maker. Selling is really giving people great
reasons to conduct their business with YOU! Make positive
statements about yourself. In turn, you'll be giving your
competition permission to make you look good, by comparison.
It's not your job or mine, to draw the comparison.
Can you sell on your own merits? If not, you absolutely NEED
an inventory check. Make yourself as unique as possible
and never worry about anyone else.
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Marion Stearns, the Flashy AdMistress, specializes in
creative marketing. Need a unique, inventory and marketing
check-up? Email the Flashy AdMistress today!
mailto:admistress@flashyads.com
This article may be reprinted in it's entirety with the
resource box in tact.
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