I was manning a booth at a large medical convention when a customer approached me to inquire about one of my products. She started out by saying that she had already made up her mind to buy my competitors product but she just wanted to compare it to mine.
I presented my line and thought I had made the sale, but she insisted on checking the product she originally liked once again.The floor took up a very large area, about the length of two football fields. She said she did not know where my competitor was located but she would search them out and “maybe return”.
I asked her to wait while I found a directory of exhibitors. I then told her that I agreed with her desire to recheck my competitor since they did have a good product and she then would be sure she made the right decision which ever way she decided. I then walked her over to my competitors booth and handed her my card and booth number and left her there.
She returned about one half hour later and gave me the order. She said that she took note of my comment about my competitor having a good product and me helping her. She said “you evidently had no fear of competition, and you had confidence in your product, and that made me a believer”.
Selling is not only about selling, it is also about helping people make a decision and using your head. What is the worst thing that could of happened. That she would have liked the competitors product better and I lost a sale. She was going to check out the competition again anyway, so why not help her and create a positive image for myself. By helping I set up an opportunity in the future for a chance at her business no matter what happened. This time I came out on top. This was due to the fact that I not only had a better product but I helped her prove to herself that she made the right decision.
If you have faith in your product show it. Show your customer you believe in your product and want to help them believe in it too. Comparisons will be made so cooperate. Even if you lose the sale, by giving the customer the impression that you are willing to be objective and help them make the right decision you set yourself up for future consideration.
By Julian Bush