To effectively answer “So What? Why You? Who Cares?” we need to consider if we are focused on the right things in building our brand. Are we doing things the best way? Are we doing them for the right reasons? We need to look at what we should put on our start doing list and what needs to go on our stop doing list so we can spend our time (168 hours a week, 24/7) as wisely as possible. And we must be prepared to convey value in all that we say and do.
Let’s assume you are on a sales call with a prospective client. The prospect says “so what” in regard to your claim that your organization has been in business since 1948 – because being in business a long time (by itself) means absolutely nothing. Are the same people employed there? Does the same person answer the phone? You get the idea.
However, if you reframe this to the “why” level and explain how you have a third-generation business that has grown in each decade of existence, then you are on the right track. Then you can share that your company’s longevity has allowed it to continually invest both externally back to the local community and internally to further develop your staff. Now we have begun to create value.
Next, you can discuss that this length of time in business has allowed you to be debt free, thus indicating that you are in a good cash position and not hamstrung by the bank, and that each generation of ownership has grown the company more than the one that preceded it. With these examples, a potential client can see why being in business since 1948 matters, especially since you would be bringing this same level of dedication and innovation to his or her business.
You see, we appreciate our past, are dedicated to the present, and have a clear vision for the future. We are committed to growing with you for many years ahead. This is an entirely different response; one that illustrates why those 67 years mean a great deal.
Or maybe a buyer asks “Why you” are the best choice of all the options they have. “Why should we choose your organization over the vast amount of other options that we have?” They are really asking if you have created such a compelling, creative, and valuable offering that makes you the only viable choice for them. If your answer is that “you and your firm work quickly and rarely make a mistake,” most buyers will not believe this (it sounds like a sales robot).
You must articulate your value in solving problems when they arise, and how you find solutions, letting them know how you will handle these things “when they happen.” You need to share how you are committed to making their life easier, to reducing their stress and workload, so you can truly become a partner with them instead of being an “order taker.”
You need to explain how you are invested in them, their company, and their industry , and that you will stop at nothing to help them look good, to give them more time, to give them peace of mind, and to deliver headache relief. Trust me, this is not what they hear from the “typical” salesperson. And if they do hear something like this, it is likely “scripted and unauthentic” in nature. So, “Why you” becomes “How can it not be you?”
The final question is “Who cares?” Our response must demonstrate how our individual brand or distinctive identity makes the difference. The buyers want to know what’s in it for them. Are you seen as a cost or an investment? A partner or a vendor? A one-time transaction (short-term) or a series of ongoing (long-term) interactions?
The greater your value, the less of a factor price plays in the buying decision. You must explain how you specialize in their industry, understand it, and continually study it to keep abreast of what is going on. You share that you look at what their competition does as well as what their customers are saying. You follow them through digital media channels so you are in on the conversation. And thus you are seen as an extension of your client’s team. You are their “eyes and ears.” You sit next to them at the table (partner) versus sitting across from them at the table (vendor).
You convey your value and demonstrate all the extra things you bring to the equation. Thus, in turn, your price is just a small part of their reason for their ultimate decision to buy from you. Is price a factor in the decision? In most cases it is. However, it is just one part since the greater your value, the less of a factor price plays in the buying decision.
So yes, Mr. and Mrs. Salesperson, most people want to purchase value, but only if they can see it. If you cannot convey the value you can bring to them, then they will have a “Who cares” attitude and will do business with the least expensive party. Since their perception of you is their reality in regard to what you are saying, your goal then is to define the moment and not let the moment define you.
You must proactively create the reality you want others to see in your brand. Step by step. Medium by medium. Day by day. Methodically, authentically, and consistently. Thus, you must articulate your unique brand through each communication medium you use. And let me share something with you: There is no such thing as a “secret sauce” that you have or your company has. The only unique thing we have… (drum roll)…is you. Your brand, indeed, makes the difference.