Being Better Doesn’t Always Win Sales

If you’re like me, you believe that you and your company are the best. Hey, I believe you. Good for you. We should all feel so proud about what we do and what we offer. Unfortunately, your competitors are saying the same thing about themselves. Yup, apparently they are the best too. Apparently, there is a big supply of first-place trophies, and anyone that wants one can get one. So, why doesn’t the title of ‘Being-The-Best’ instantly win all of the sales proposals? Everyone wants the best, right? Maybe customers and competitors don’t all agree on the criteria for being the best, or even better. Or maybe we didn’t realize that in a marketplace where everyone says they are the best, being best is no longer a competitive advantage. 


In Atomic Changes by James Clear, he states, “When you can’t win by being better, you can win by being different”. We forget that, for our customers, presenting the best quality, service, delivery, performance, etc. is a baseline expectation. That’s what you are supposed to do. Whether it is better than your competitors is for anyone to decide. That’s why instead of spending too much time telling potential customers why you are the best, you are better off telling them why you are different. Being better doesn’t always win, and neither does being different, but being different wins better customers in the long run. The good news is that I can 100% guarantee that there is no other company in the world exactly like yours, so there are a few things that make you different if you look closely. Many salespeople struggle to come up with good and meaningful differentiators, but if you consider these aspects, it’s actually a lot easier than you think. 


  1. Relatable – Whatever it is that you do differently, it has to be something that your customers can connect with; something that matters to them. Perhaps it is how you package your items or document your process for quality. It doesn’t have to matter to everybody, but it has to matter to enough people.
  2. Unique – Few, if any, should be able to make the same claim that you are and, if they can, it probably isn’t worth claiming (price and quality are baseline expectations). It could be as simple as your location (people still love local) or a specific product feature. 
  3. Valuable – It should go without saying, but whatever you are touting as different has to be valuable to the customer. Sometimes it is the little things we overlook that make a big difference for them? Don’t believe me, just ask your current customers and listen to what they tell you.
  4. Visible – Whatever you do differently, it should be easy for anyone to see. Even if it is something simple like invoicing process and terms, make sure it isn’t buried among other features. Whatever you do differently, put it out in the front of your marketing. 
  5. Easy – Easy is always more desirable and what you do differently should also come naturally to you. If it does, not only will you do it better, but competitors will have a hard time replicating it. Best of all, your customers will feel your enthusiasm about your differentiator and feel more confident about buying from you. 

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