Tag Archives: prospecting

Sales Positioning

Every time you speak with a prospect you should be thinking, “How can I position my product/service to most benefit the prospect”. Sales positioning is about presenting your product/service in a position that would draw the most interest from the prospect. In order to position what you are selling you need to focus on two key points:

Urgent Needs
Why has the prospect agreed to speak or meet with you, what is the urgent need that they have.  The first thing that you will need to do is uncover this need and figure out whether your product/service can provide the prospect with a solution.  The prospect will only be interested, if you can clearly show that you understand their urgent need and provide a solution.

If you are a salesperson, it is your responsibility to know not only your own product/service, but know your competitors.  One of the best ways to built rapport and the trust of prospects is by showing industry knowledge, and knowledge of your competitors (mention advantages and disadvantages).  If you are aware of the current product/service they are using, do not “attack” it right away, but rather mention some of the advantages (vs. other solutions) and then you can mention the disadvantages.  The goal of this is to prove to the prospect that you are not merely an ignorant salesperson, but an industry expert.  Once you have shown this, then you can freely show the prospect, why you believe your product/service is the best solution in the industry for them.

On your next sales call, think about these two things going into the call: URGENT NEEDS and COMPETITION.  Make it your goal to position your product based on both of these and see the results.

The three magic words in sales.

Like, Trust, Buy!

This phrase is used, or should be, by every successful sales person on the planet.  For many aspects of life, there is a certain order in which things flow.  Grass seeds must be planted before they pop up and make a beautiful lawn.  We learn to walk before we run.  And so it is with sales.  People need to like us before they trust us.  People need to trust us before they will buy from us.   Don’t confuse “like” here the way your best friend likes you; although that may end up being the case.  Like, in the sales context, really means establishing a good business rapport.  You are someone with whom your prospect “likes” speaking with and meeting.

You never trust someone you don’t like.  It’s contrary to human nature.  There’s probably something about that person that just rubs you the wrong way.  Maybe you perceived them as pushy, or they made an inappropriate joke thinking it was funny.  Your perception of them, whether you realized it or not, was that they did not have the same values as you.  There is no like and no rapport here.

On the other hand, if someone does like you, you have a shot at getting them to trust you.  Yes, I said a shot.  Most people make you earn their trust.  Don’t disappoint them.

 To earn trust remember this:

·         Do what you say you’re going to do.  Be dependable.

·         Arrive early.

·         Follow up promptly and when you said you would.

·         Find things that are of value to the other person.

·         Always tell the truth.  Even when it means possibly losing the sale.

·         Understand that from their perspective, purchasing the wrong product could be career-ending for them.

·         Be knowledgeable.

·         Really listen.


The key concept of Like, Trust, Buy, is that it can never go out of this order.  Approach Like, Trust, Buy in this order and you will be a step ahead of 90% of your competition.

Sales Homework – Write down three things that people said they Like about you.  Use those traits as you build your customer relationships.

1. ___________________________________________________________

2. ___________________________________________________________

3. ___________________________________________________________

Sales Managers –
Make a list of what you think makes a sales rep trustworthy, and share it with your team.

By: Louie Bernstein