Part 2 of Don Buttrey’s Series on Transformation: Becoming a Selling Organization

2) Sell ‘the house’ We don’t just sell product anymore.  Product and brand will not sell itself. We have to ‘sell the house’.  That is one thing the competition does not have-your differentiator! Why should customers choose you and do business with you?  Every person in your organization should know that answer.  This awareness should season everything you do and be on the tip of every tongue. If you do not know that answer…who does? When you consider the question “what do we sell?” you can help define that answer by documenting Company Factors and Value-Added Services of your company.  Company Factors are advantages, minute distinctions and attractive characteristics that you offer.  Don’t get hung up on the word, unique.  Some competitors may claim the same or similar factors.  Company factors are simply what you look like as a company.  How many branches you have, expertise in certain markets, years in business, key people, inventory, size, location, stability, certified mechanics, customer base, and lines represented are all examples of company factors.  Value-Added Services are what you do for your customers before, during and after the sale.  These services support your offerings and enhance the perceived value.  Examples might be inventory management, part usage reports, financing services, safety training seminars, etc.  I suggest you workshop these two lists as a team and publish the results internally.  Make sure everyone knows and believes in ‘who you are’ and ‘what you do’.  You may even want to prioritize this list and document the top things that clearly set you apart from the rest of the pack of competitors. READ FULL ARTICLE