Being Unique

Being Unique in a World of Sameness

Most of us, at one point or another, face the challenge or convincing a potential customer that they would benefit from our products or services. Or, convincing a current customer to expand their investments with us. Often times, salespeople will focus on rates or features of the products as the elements that will set them apart and give them the competitive edge. Let's face it. How much better are your rates or products than your best competitor? Even if you have a unique product, or your rates are better, how long does it take for the competition to copy what you’re doing? Unless you truly have a unique situation, how much virgin territory is there? If we're going to build our market share, we need to be seen as different from every other financial institution. Here are some thoughts in gaining new business with both current and potential customers.
Problem Solving Attitude. Genuinely approach the relationship with a problem solving attitude. It's you and the customer trying to find better solutions. Don't approach customers with the attitude that you're going to sell. You'll gain more business.
Keep A Client Profile. Find out what's important to your customer and respond accordingly. When you find information that they might be interested in, share it with them.

Always Be There — but not always when it's time to sell or handle a problem. Call customers to let them know how to renew a CD for example, or even to inquire how Johnny did at his last baseball tournament. Be sincere in your interest.
It's certainly important to be visible in sales, however if we only contact customers when it's time to ask for something, eventually the response will get tougher.
Separate Yourself From Competitors. People buy people first. We have to be better at our skills, recognize and act on buying opportunities and not make people feel pushed. Did you ever stop to think that the reason that a contact doesn't want to change is because they see no difference in you and any other financial institution. Show them why YOU are worth the change.
Make Change Painless. Sometimes customers feel that making a change will be a hassle. Demonstrate how you can eliminate or reduce this fear.
Remember to Say Thank You! With a handwritten note. Thank customers for paying on time, or seeing you on short notice. Most salespeople don't take the time to do this. Show your customers that you're the difference that matters.

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