Mike Worthington, an old friend and former Motorola Senior Executive runs a sales development program for a mutual client.
One of the most important quotes for his clients to ponder is: “Before I buy from you, I have to un-buy from everyone else.”
Clients spend money on many different things. In order for them to spend money on you and your services, they must find new money, or no longer spend money on another service, product or luxury.
They must sever a financial relationship with someone else in order to do business with you.
Creating a strong relationship, building rapport, showing your value, and credentializing yourself provides prospects with reasons to un-buy from their existing vendors.
If you don’t give your prospects a reason to spend money with you, the main criteria for their buying decision will be based on price. As we all know, when a client’s decision criteria are based on price alone, the best appraisers will not get the job.