Are you giving your buyers a clear choice? And is it you?

The old saying still rings true: if you are in a business without competitors, you’re in the wrong business.FYI, I don’t know anyone in the wrong business.When too many vendors crowd into a market, inevitably the differences between products narrows; as do the pricing differences.In the eyes of your buyers, all vendors appear virtually to be the same.However, you can help your buyers by providing them a clear choice.You just have to make sure that it's you.Becoming the clear choice starts and ends with a superior buying experience.Buyers want to quickly gather information to make good decisions with the least possible investment of time, effort and money.Is your selling process aligned to helping the buyer achieve this?

• Are you completely responsive to their need for information on a timely basis?
• Is the information you provide (insights, stories, data, stats, context and so on) relevant and easy to understand?
• Did you qualify the buyer that your solution will enable them to achieve their desired outcome(s)?
• Did your every sales interaction with the buyer provide something of value that helped them make progress toward making their decision?
• Did you build the trust-based relationships with key stakeholders in the decision?

If you have an affirmative answer to each these questions then you’re on the right track.What you need to do is simple. Yet, too difficult for so many sellers to execute.Your prospects don’t possess an unlimited store of time in which to evaluate products to purchase.More often than not, the winners are sellers that learn how to make themselves the easy choice.You got this. -Andy Paul