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GTA Consulting
Oct 18 2018
Why Should I Buy From You?  E-mail

By David C. Rich

If I asked you to tell me under thirty seconds the reason I should buy from you, patronise your business as opposed to your competitors, what would you say?

Would you say “I’ve been in business for over 35 years”, or “We are the first in the market”, or “Our service is second to none”.

Whilst the above responses may be important to you, unfortunately, they will rarely motivate anyone to buy your product or service for one simple reason; and that is you’re focusing on the business and not on the customer.

As hard as it may sound, the truth is people don’t care at all about who you are or what you do. It may sound cold and callous, but it’s absolutely true. They don’t care what your occupation is, who your company is, how big they are, what they sell, how many locations or employees they have, or what your prices are.

I once got a response from a person who read my reports on this same issue and he vehemently retorted that I should do my research before writing such a report. What I got to find out was that he had over 18 years experience in his area of specialization and had started his own business a couple of months before, so I guess it came as a big blow to him to hear me say that his experience could mean little to his potential customers.

Note having many years of experience does give you some level of credibility before a prospects eyes- but your credibility will only be considered after the prospect has decided that you what you have to offer him will serve his purpose. And that’s why you must focus on the self –serving nature of the customer and non on your business.

What your potential customers do care about is how you can help them. What kind of value you can bring to the relationship. Now granted, some people are “people” people. They just like other people and may be interested in developing relationships. That’s okay. But we’re not talking about that here. We’re talking about business situations. And in those situations, people are interested in how they can benefit from a relationship with you.

Take a critical look at your response at the question I asked at the beginning. What you said, does your competition say any of these things as well? Be totally honest. Put a line through each item you listed that your competition would also say (whether it is true or not), because your prospect will ignore it when he or she compares you to your competition.

There’s nothing wrong with having great support, experience, technology products, clients, and so on. My take is if your competition also says they have those things, your prospect will probably not take them into consideration when comparing you.

Here's one very important truth when selling your products or services - if prospects can't tell the difference between your product or service and your competitor's product or service, they'll make their buying decision on price.

Not until you fully understand that people don’t want what you have, that they only want the benefits that what you have offers, can you even have half a chance to do any meaningful amount of business with them.

So, how do you know what your prospects… the people you want to do business with, need? Better yet, how do you know what your prospects want?

It’s not enough to guess or to try and figure it out on your own. You’ve got to get into your customer’s heads. You’ve got to walk in their shoes, and perhaps more importantly, you’ve got to understand where they are hurting or lacking.

You see, people really only buy for two reasons: to solve a problem, or to gain pleasure. That’s it. Every time someone buys something, it’s because they have a problem they’re trying to work out or find a solution to, or they want to experience pleasure of some sort.

The best way to find out what a person (or a market, for that matter) wants is to ask them. This can be done in person, by telephone or by sending your prospects a questionnaire and asking them to complete and return it to you. Get specific. Get involved. Probe deeply. Put yourself in their places. Develop a deep empathy for their situations. Only by seeing things from their eyes can you gain the understanding you need to serve them in the most effective way.

David C. Rich is a business growth and marketing expert specializing in helping business owners improve profits and grow their business. Get more free business growth resources from