Today’s question comes to us from Mark Detweiler of Golden, Colorado. Mark asks us:

How do I keep myself and my product from being viewed as a commodity?

And that is a good question because in today environment where your clients and prospects are seeing 3000, 3500 more marketing messages on a daily basis they are getting to point where they are filled up. Which means they are going to put their sales shields on stun.

And the best way to accomplish that Mark is to make sure that you are not taking a spray and pray type of mentality when you are presenting your product. All to often when sales people show up they are looking to go down a list where features, advantages and benefits of this particular product and hope they strike a cord in the mind of the client.

The problem is when you do that is:

1. All sales people begin to sound the same
2. The products start to sound the same

They just get inundated where it gets tougher and tougher to tell one product from the next. So the key to really making sure you are distinguishing yourself and your product and it is not being viewed as a commodity is to make sure you are digging deep and clearly understand what you client is looking to achieve. Diving in and finding what we call their compelling emotional outcome. And what that gives you the ability to do is when you then turn around and make your presentation you are able to target the specific features and benefits of your product. Specifically towards the outcome that your client is looking to achieve.

So the old school way is like the guys who come walking in with the machine gun and fire all over the place and hope that they hit something. This gives you the ability to take a marksman’s approach, a snipers approach and aim your most salient points of your product at the place where it is going to have the most impact.

Or better yet, take the US Navy Seal approach where everyone is a master marksman and they are using automatic weapons to fire short meaningful burst for maximum impact.

So Mark thanks a lot for today’s question we will see you on another video!