I have written before of the three universal marketing questions anyone selling his or her services needs to be able to answer:

  1. What are you offering?
  2. To whom are you offering it?
  3. Why should prospects hire you?

The third question — the "why" — seems to be the most difficult for many salespeople to answer.

"You should work with me because I really care about my clients," said Terry, a two-year veteran financial advisor, in a role-playing session with me.

"But that's exactly what [Terry's competitor] said to me," I responded. "Why should I choose  you over her?" Terry was stumped.

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Benefits Sales Strategies