Competition is rampant. Your prospects and customers have more choices today than ever before. That means you need to find a way to stand out from the crowd – to make yourself more valuable to your prospects and customers than any of your competitors. 

In an article published here about two weeks ago entitled So You Think You're Special!, I talked about identifying and communicating your Unique Selling Proposition – what makes your solution special. Today I want to talk about one of the ways – a huge way – you can add value to your relationships with your prospects and customers. 

Offer what you know – not just what you sell. 

That statement might sound a little counter-intuitive, but there is no better way to build a trusting relationship than to take a step back from the sales precipice and act unselfishly and consultatively, offering information that is clearly in your customer’s best interest. When you’re in this mode, you’re a trusted advisor – not just another salesperson. 

Wow! That’s powerful. Think about it. By offering what you know, you’re separating yourself from the sea of "me too" salespeople who all spout the same trite clichés regarding "best product", "great customer service", "personal attention", yada, blah, blah. 

Every salesperson can tell you how their product or service is better in some way than their competitors'. I certainly don’t want to trivialize the importance of providing quality goods and services. And you really do need to convey to your prospects and customers why you have a better solution for their problem. 

But think about how much more meaningful that will be coming from the person who has provided relevant, meaningful information to that prospect or customer which is outside the immediate scope of making a sale. 

That information can be about any number of topics and come from any number of sources. Examples might be: 

·         Something about their business or their family that you saw in a newspaper or magazine

·         Information about their industry that you read in a trade journal or another business publication

·         Something pertaining to their hobby or recreational activities like golf, boating, running marathons or playing in a band

·         An article regarding something you discussed that you came across on the Internet or in the library

·         A book you read that you think they would enjoy

·         News about their professional association or civic organization. 

You can also share your expertise by publishing articles (like this one) and including them on your distribution list (with their permission, of course, if it’s delivered by email.) Or invite them to a seminar, presentation or workshop you’re offering. 

Not everyone agrees with this approach. Some people prefer a more aggressive approach to selling. They say that you should take every opportunity to promote yourself, your products and services and your business. They don’t seem to give much thought to, or place much value on, maintaining a long-term relationship. They’re in it for the “here and now.” 

I’m certainly not suggesting that you should be happy just giving away information without ever hoping to see a return on your investment. Instead I’m saying that sharing your expertise will set you apart from your competition and make you a valuable resource to your customers – now and well into the future. 

Find ways to earn your customers’ trust by sharing meaningful information and your expertise and watch your sales, your profits and your customer loyalty grow to new heights.