Nine Reasons I Bought From Her Instead Of You
1. You sold sizzle. I’m buying steak.
- You gave me a list of the “wow” factors that make you cool, distinctive, and “different.”
- Your competitor convinced me that she had better quality, dependability, and consistency. I have zero interest in “different.” I want better.
2. You were irrelevant.
- You told me that you could help me reach thousands of potential customers with your service. What you don’t understand is that in my business I only need to reach a handful of potential customers every month. You have no idea how my business works. Thus, you are irrelevant to me.
- Your competitor understood my business and gave me solutions I could use.
3. You were late.
- We had an appointment for 2:00PM. You called me at 2:10PM and said that you really apologized, but you were running late. Strike one. Being a nice guy, I gave you another chance. You promised to email me some follow-up information as soon as you got back to the office. You didn’t send the email until 11:05AM the next day. Strike two, you’re out. If you’re late, then you don’t respect me, my time, or your commitments.
- Your competitor is consistently on time with appointments, phone calls, email, and shipped packages.
4. You couldn’t prove it.
- You said that your company was better than the competition because “our people are our differentiator.” When I asked for a specific example, you said something about how you go “above and beyond.” What on earth does that mean?
- Your competitor said that her people were the differentiator, then went on to give very concrete examples of what they are willing and able to do that others aren’t.
5. You didn’t show up.
- You tried to sell me over the phone.
- Your competitor spent $286 and a day to get on a Southwest Airlines flight and come to our office to learn more about us and make her pitch. You probably thought you couldn’t afford to spend that kind of time and money to make a sale. Your competitor won a sale that made her tens of thousands of dollars.
- You made more phone calls.
6. You wouldn’t back off.
- When I explained to you why I wasn’t buying, you pressed to the point that you were practically arguing with me. Really?
- When I explained to your competitor why I wasn’t buying, she said that she understood, and that if my situation changed, to please give her the opportunity to earn my business. She stayed in touch. My situation changed. She earned my business.
7. You were hard to do business with.
- Your website is incomplete and difficult to navigate, you don’t return calls, I have to wait too long to get orders filled, and you can’t seem to do anything without getting someone’s approval.
- Your competitor makes doing business easy.
8 & 9. I don’t like you.
- You were rude to my employee.
- Your competitor is a nice person.
Business comes down to a few critical factors. If you win on those, you win it all. Some people get so distracted looking for an edge that they neglect the ultimate competitive factors like quality, consistency, being easy to do business with. Rethink your business and be sure that you’re being the best at what matters most. It’s the only strategy you’ll ever need.