Understanding and Communicating Your Competitive Advantage

Transcription

1 Understanding and Communicating Your Competitive Advantage Saturday, Feb. 21, :30 a.m. 2:30 p.m. Presented by Barry Himmel Signature Worldwide Dublin, Ohio

2 Session Agenda The Competitive Advantage Identifying your Competitive Advantages Behaviors of a Business Partner Identifying and Understanding Features Competitive Advantage Benefits Presentation Strategy The Competitive Advantage What is a competitive advantage? Traditionally, we have thought it meant whatever we can do better than the other one. I would like to introduce you to a different approach on competitive advantage Defining Your Competitive Advantage In order to really understand your advantage we first need to understand your customers. Not all of them, just the ones for which YOU are the only answer. 1

3 Who Is Your Home-run Customer? Who is already choosing you? The Challenges You Meet What challenges or problems do you fix perfectly for this customer? In other words: Why do they choose you? Why do they come back? What are you offering that works so well? Your Competitive Advantage Service? Value? Product offerings? Price? Convenience? 2

4 What are your Competitive Advantages? What are some of your competitive advantages? Take A Partnership Approach A partnership approach creates an instant advantage! Behaviors Creates a sense of trust Gets to know the need Listens to concerns Answers questions with confidence Understands their advantage Communicates with value building benefits 3

5 How Can You? Create a sense of trust with your customer Get to know your customer s needs Answer customer s questions Build customer confidence your product or service Qualification In a partnership approach you need to focus on showing genuine interest in the needs of your customer. You can demonstrate interest in the types of qualifying questions you ask. Qualification Which qualification questions link to our ability to present features and build value for the customer? Qualify the need- type of rental equipment or service and urgency 4

6 What is a Feature? What is a feature? A characteristic of the rental equipment or your company. Give me a list of some of the features of your company or services? In other words; why should I buy from you? What is a Benefit? What is a benefit? What a feature can do for the customer to fulfill his/her needs. A benefit tell the customer what something can do for them before it tells them how much it costs. Benefits Statements Based on what we determined earlier are YOUR competitive advantages. Let s practice building statements that effectively commnuicate those to a customer. 5

7 Benefits Statement Strategy Behave like a partner Qualify the need Connect the need to your features (advantages) Tell the customer what the equipment/product or service can do for them (Benefits Presentation) Session Agenda Review The Competitive Advantage Identifying your Competitive Advantages Behaviors of a Business Partner Identifying and Understanding Features Competitive Advantage Benefits Presentation Strategy Next Steps Barry Himmel Senior Vice President Signature, Inc. (p) (c)

8 Thank you! 21 7

9 American Rental Association Communicating Your Competitive Advantage Benefits Statement Strategy Learning Session Participant Name: Today s Date: Contact Information: Barry Himmel Senior Vice President Signature Worldwide Business and Training Solutions (m) At Signature Worldwide, we promise to be inspiring and fun, to be results-driven, and to provide you training that sticks. Signature Worldwide. All rights reserved. To receive copies, call (614) or visit signatureworldwide.com

10 Participant Manual Personalizing Your Process Creating Great Customer Experiences Benefit Statement: Who Is Choosing You? The Challenges You Meet. Advantageous Behaviors: Features: Benefit Statement: Signature Worldwide. All rights reserved. To receive copies, call (614) or visit signatureworldwide.com Signature Worldwide. All rights reserved. To receive copies, call (614) or visit signatureworldwide.com Benefit Statement: