Wanna know what makes me better?  How did you feel when I said that?  Curious? Interested? Just a wee bit defensive? Or maybe even a tad hostile because you felt like you were going to get a good old-fashioned sales job?

And that’s exactly what happens when you go in and pitch a new prospect and tell them that you…your product or service…is better.

Now sure you might think (know!) that you ARE, in fact, better but really, can’t you communicate this fact in a more subtle manner.

Prospects want to feel as if they are in control of the situation, that their very own decision-making is impeccable, even if they are fully cognizant that in the past they have made a less-than-perfect choice.

By telling them that you are “better” you are forcing them to admit some decision-making frailties and that’s not a good game to play.

Why not do this instead:

Ask them:  “would you like to know what makes us different?”

Yes, different not better.

Almost everyone will be curious about what makes you different and their curiosity won’t be tinged with any sort of negativity. (I mean “comparing” is good, right?)

Your task with be to lead them to see how your points of difference equate to an improvement in their situation (and if there is no improvement why in the heck would they be interested in doing business with you anyway!).

Simple right? Make any sense?

As a sales trainer I’ve seen sales reps crash and burn when in their new business pitch they keep hitting on why they are better. I’ve watched prospects get so defensive that they start to cross their arms over their chest, lean back and stare stonily ahead. Do you want that to happen to you? Of course not.

So take heed and be careful. Substitute the word different for better and you have a better chance of winning the business.

Try it!