Want to know the best way to respond to a question from a prospective client on why they should go with you?

The following is the beginning of a post on the INC.com website that I read the other day.  While they were primarily talking to salesmen in big companies, the 2 suggested sentences are perfect for any owner-operator to go to when in the sales process.  I have taken the liberty of changing “We” and “Us” to “Me” in each sentence to make it even more relevant to an individual owner of a trade business.  Talk (a lot) less about you and more about your clients (past, present and future) and you will be on the track to another successful sale!

You’re excited about your company, right? You’re proud of your products, right? Therefore, your best strategy, when talking to a customer, is to tell the story of your company and its products with excitement and enthusiasm, right?


Customers don’t care about your company. They don’t care about its products. And they certainly don’t care about your personal feelings towards your company and its products.

What customers care about is… themselves.

The failure to realize this simple fact about human nature is why most companies have sales and marketing messages that make customers shrug.

Over the past few years, I have reviewed hundreds of sales messages. In almost every case, these messages are all about the seller and the products being sold. They leave it up the customer’s imagination to figure out “what does all of this mean to ME?”

Which leads us to the two sentences that are the most important to your customers and prospective customers:

1. “My clients hire me to provide [benefit(s) to the client.]”

2. “They hire me, rather than somebody else, because [something unique that the competition doesn’t have but the customer values.]”

Notice that both of these sentences position you, the seller, as a catalyst that helps the customer achieve the customer’s goals, and then positions your firm as only catalyst that can do the job right.

For help in incorporating this into your sales process, drop me an email to andy@tradescoach.co.nz and we can develop a process for you.

Andy Burrows – The Trades Coach