Why should I do business with you? This or some version is a very, very common prospect question. First, let’s explore how most salespeople respond to this question. They go into what we call the tap dance mode. They say things like, oh, we’re the best, or our services outstanding, or we’ve been around for 250 years, or we have the greatest quality. But you know, what’s amazing is that your prospect really expects this and ultimately is going to be turned off. Just think about it. How are your competitors responding to that question? You know, what’s amazing is that even when you think about things like quality and service, you know, even your absolute worst competitor, I mean, think of someone who’s terrible, they’re still saying that they have the best quality, the best service when they’re objectively not, you need an approach that is going to totally set you apart from your competitors. In this chapter, I’m going to show you the four-step approach that any salesperson should use to respond to the question, why should I do business with you? Check it out.

Now, I’m going to break this all down step by step and then explain each step as it goes. Prospect, ask why should I do business with you? 

Number one, I’m not sure that you should, just consider what the prospect was expecting you to say, they were expecting you to go into the tap dance mode. But instead, you just bowled that person over with something totally unexpected. I’m not sure if you should. Well, the reality is, is that you’re not sure. You’re never sure until you’ve had a thorough conversation. This is genuine and true. And plus, it sets you up as the expert. I mean, what a doctor know that she’s the right fit right away. No.

Step two, until I learned more, I don’t know if I’m the right fit. This is going to explain why you’re actually not sure. You know, the reason that you’re not sure isn’t that you lack confidence. It’s that you’re an expert, and you don’t rush to judgment. You think just like a doctor would remember, most salespeople are swearing that they are the solution to everyone and everything. So by not being sure up front, this is going to set you apart as the total and complete expert.

Part Three, would it be okay to ask some questions to determine whether I can actually help you, you know, this part is a real no brainer question, and completely changed the dynamic of the interaction, because instead of them grilling you and you go into that tap dance mode, you’re now in control, and they are giving you the permission to do so, you don’t have to be pitching yourself anymore. Instead, you get to really position yourself to determine whether there’s a fit. Part Four, now, tell me about the biggest challenge that you’re facing right now with regards to and then whatever it is that you do. This is where you begin to engage them on the real issues that they’re facing. It changes from a conversation about your offering to a conversation about their challenges, and what they hope to accomplish. This is the beginning of the value-based conversation, you’ve officially turned a tough situation into an opportunity. I mean, can you see what you’ve accomplished here? Now, this stuff takes guts, but if you’re willing to use it, your results will be incredible.