(Get up to speed by reading the last four posts first.)

Learn everything you can about your competitors. You can learn about them in a number of ways (see the April 29, 2006 post) including buying from them. If you're a service provider, learn your competitors' methodology; who their clients are (even if it's just descriptions of who they serve); their reputation for reliability; their ability to produce results on time and on budget; and how they stack up in your market and in your industry.

And find out who specifically you'll be competing with in the deal you're working on now. Ask your prospect to share information that will help you to help them achieve their goals.

You should learn all of the information described in this series with an eye on how it will help you solve your customers' problems. Don't keep what you learn to yourself. Share it with your prospects and customers and they'll see you in a new light. You won't be just another salesperson. You'll be a consultant who is helping them solve their problems. You'll be their trusted advisor.

Happy selling!

Pat Hassett

P.S. Tell your friends.

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