Do you ever have prospects who ask, “Why should we pick you?” 
If so, here’s how you respond without sounding pompous or boastful.
An effective way to translate value to a prospect or referred lead is with testimonial endorsements. Your clients or customers are probably willing to say lots of nice things about you. Yet perhaps, you haven’t asked them.
It’s important to stress, the only way to secure favorable comments is by first doing your job: to meet clients’ or customers’ expectations and to exceed them!
Whether folks say incredible things about you in print, via e-mail or on the phone, your real challenge, is in using these words of praise to your advantage.
The next time a prospect asks:
- “Why should we use you?”
- “What makes you so special?”
- “What will you do for us, others can’t?”
Here’s my suggestion. Don’t answer. That’s right, don’t answer. At least not from your perspective.
If you begin to tell a prospect what makes you so special, from whose viewpoint are you answering? Yours! And you’re biased. Even if it’s the truth.
Shift into a third-party testimonial strategy. Say something like:
“That’s a great question and a fair one to ask. It’s also a tough one for me to answer, because I guess I’m somewhat biased. Instead, let me share with you what three other clients/customers said about our working relationship and results.”
Here, you can:
√ repeat statements told to you
√ read from thank-you notes
√ send copies of e-mails
√ fax them letters
√ play or provide links to audio or video testimonials
Testimonials offer tremendous power and credibility. They’re especially valuable if your prospect knows the testimonial endorser.
I actually had one decision-maker exclaim, “Ernie said that about you? He doesn’t like anybody, you must really be good!”
This fellow quickly went from being a suspect—to a prospect—to a client!
The third-party testimonial strategy helps you toot your own horn, with some assistance. While you hold the horn, your testimonial endorsers enthusiastically play the notes!
Love the idea of just holding the horn and let our customers play the notes.
Thanks Jeff.