You Differential Castain

The “YOU Differential”

There are so many things  that could be considered a competitive edge, but unfortunately, they can also be duplicated.

We’ve seen this with technology, chains of stores that once dominated the market, and even companies that claimed to have the lowest price . . .

Until someone else came along and found a way to do it quicker, better and cheaper.

Here’s A Crazy Thought . . .

Are you offering YOU as a selling point?

I’m talking about your “know how” experience, creativity, awesomeness etc.

When you really think about it, unless your competitor has wicked cloning skills, nobody else can offer YOU?

4 Simple Ways To Do It

  1. You have to have the balls to say it. Most don’t!
  2. You have to say it in a way that resonates with your prospect! Don’t ever underestimate the “packaging” of your words and phrases.
  3. You need to get them to visualize it.

Why? Because you’re dealing with something that’s intangible and intangible things are easier to comprehend when you make them TANGIBLE.

One thing you could do, is include your bio (include your photo too) in with your proposals or price quote.

What else could you do to make YOU more tangible?

NAPA Auto Parts Rocks This!

Have you ever seen the NAPA Auto Parts commercial, where some dude is making a purchase, and the guy behind the counter says, “And with your order you also get this” and he places a can on the counter. The can says “NAPA Know How”.

He goes on to explain that the “Napa Know How”  is all the experience,  advice and tips that’s included with the purchase.

In that crazy moment, they gave us a visual of something that is otherwise intangible.

They also get a gold star for having the balls to say that to a customer;

Most sales reps feel that the statement is unnecessary, and that it is always implied, but that’s a huge mistake in my book!

Last, but not least, you really have to prove it, otherwise you really aren’t doing much, to move someone off the fence of indifference.

In fact, without the “evidence” it just sounds like you’re saying a bunch of cute sh*t you read on someone’s sales blog.

Let’s go back to that idea of including your bio.

One of the things I do with my bio, is I include several testimonials from my clients as a form of “evidence”. It sort of answers the question “Who says so besides you Castain?”

What can YOU do to prove your “know how” and sheer awesomeness?

I mean, if YOU are included with the purchase, how can you get your prospect to see the value in the “YOU Differential”?

Was This A Valuable Tip?

Then you should absolutely, positively, join us for our next webinar on August 17th

It’s called “How To Dominate In A Competitive Environment” and we’re going to be taking a much deeper dive into the tip I shared today.

Here’s What You’ll Gain By Joining Us . . .

15 Ways To IMMEDIATELY Set Yourself Apart and Position Yourself To Be The Front Runner!

What To Say/Do When Your Prospect Wants To Take 3 Bids.

5 Ways To Keep Your Prospect Engaged and Focused On YOU; Even Between Meetings and Phone Calls!

How To Maneuver Your Competitors Into A Defensive Position, Without Badmouthing or Getting Dicky!

How To Competitor-Proof Your Book Of Business

You will also learn how to create propinquity (go ahead and look up that word, I had to) so you can ACCELERATE the “courtship”!

Click HERE (or the banner below) to learn more, and to reserve your seat for this important online training session.

Author Bio: Paul Castain is founder of Castain Training Systems. Prior to this, Paul was the Vice President Of Business Development for Consolidated Graphics as well as the Director Of Corporate Solutions Sales for Dale Carnegie & Associates. Over the last 30 years, he has trained and mentored over 10,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Paul Castain’s Social Networking Playbook,  Castain’s Sales Playbook and The Sales Playbook Podcast on iTunes.


Business Rejection

If Einstein Can Take a Little Rejection, So Can You

Our subject today is rejection, that insidious killer of big dreams. All of us who have had any degree of success have no doubt had people tell us that our ideas were too different, too radical, too “out of the box,” too whatever! This is true if you are a business owner, marketer, salesperson, product manager or in virtually any other occupation. But lest you take such rejection too personally, I want you to know that you will be in very good company. No less a figure than Albert Einstein received a harsh rejection letter from the University of Bern when he applied to join the doctorate program.

I was as astonished as you probably are upon first reading this astonishing letter, which states that the Theory of Relativity is radical and artistic, and not actual physics. So why should your (probably) less-impactful ideas be taken any more seriously than Einstein’s?

Einstein Rejection Letter

Here are some of the other things you will hear if you take a stand and want to do something that is outside the norm:

That will never work.

That’s not the way we do it here.

We tried that already.

That idea is too radical.

The research doesn’t back you up.

We can’t take a chance on your idea.

As B2B marketers we face rejection on a fairly regular basis. Seldom does the CEO or CSO jump up and shout, “That’s the greatest idea I ever heard!” when we propose new branding, new offers, a new sales model, etc. Let’s face it; there are some people in the executive suite who would find a way to criticize sunshine.

I once worked for a tech CEO who would have tried to re-write Lincoln’s Gettysburg address. He seemed to thrive on knocking down anyone else’s ideas. I’ve also worked for great CEOs who are open-minded and let you test out-of-the-box ideas – and these have sometimes proven transformative, both to our marketing efforts and the company as a whole.

The point is, if you back off from your convictions and shy away from rejection, you will probably not accomplish very much, and this will not benefit you or your company. Better to keep in mind the words of Bo Bennett: “A rejection is nothing more than a necessary step in the pursuit of success.”

Lest you think that Albert Einstein was an isolated example, how about the likes of Walt Disney, Oprah, Robert Redford, Stephen King, Michael Jordan and Bill Gates. Yes, the richest man in the world had a business failure after dropping out of Harvard when a company he founded called Traf-O-Data failed. Good thing Gates and the others didn’t let a little rejection stop them. Many other examples of famous rejections are listed in this article.  As you and I take actions that cause us to face rejection on any scale, we should be pleased because we are joining very good company.