Creating an unfair advantage.

We have seen far too many sales won by competitors who have higher prices or inferior products. And, if you have been in sales for more than nine days, you have seen it as well.

Does somebody do something unfair when this occurs? If they did they were smart. They probably created an unfair advantage by selling the end result.

I remember buying my son’s first little league bat. The salesman was selling 20 ounces of specially treated anodized aluminum with a custom non-slip cushioned grip. That was all well and fine, but what I wanted to buy for my son was base hits and home runs.

The unfair advantage is to sell consequences. Understanding features and product technology is critical, but in the real world people buy the results of the technology.

Remember, the unfair advantage in sales comes from the understanding that the technology is only the conduit, not the bottom line. Make selling the result your goal and stop losing sales you deserve to win.