‘How Can I Help You?’

A prospective customer says, “Tell me about your firm. What’s different or special about you?”

Even the best sales people seem to choke up when they are asked this question. Usually, they spout a bunch of unconvincing statistics, talk about all their offices around the world, and tout their unique, “collaborative” approach—the same stuff anyone else can and does say.

A better response—which will engage your prospect—is to first seek additional information. You might ask, “I’m curious, have you had any past experience with our company?” or, “What particular aspect of our business would you like me to talk about?” Often, prospects have something specific they want to know about you or a doubt they harbor, and this second question will help draw it out. This way, you’ll focus in on what’s most important to that particular customer.

Finally, you should add, "The best way to talk about our firm is to share a couple of examples of recent work we’ve done with clients in your industry. Would that be helpful to you?"

Source: Andrew Sobel is the most widely published author in the world on client loyalty and the capabilities required to build trusted business relationships. Photo: Milda K.