Thomas A. Freese’s first book (Secrets of Question Based Selling) introduced the world to a new way of thinking about how to increase sales effectiveness. And one of the reasons it has been a perennial best-seller is because the core concepts of QBS are timeless. Establishing credibility, piquing customer’s interest, expanding the customer’s needs, and differentiating your value proposition, are desirable selling skills that will never go out of vogue.
Tom Freese’s second book expands the QBS methodology to include an entire layer of additional strategies and techniques that can give sellers an ‘unfair’ advantage over the competition.
Fortunately for sellers, you don’t have to win by a lot. Most sales are won or lost by very small margins. That means you simply need an edge—a differentiable advantage that can set you apart from everyone else. That edge is what you will find in Tom Freese’s second book—100 chapters, each designed to give salespeople a one-percent advantage over the competition. After all, it only takes 1% to have a competitive edge in sales.
Sounding the same as everyone else should be the opposite of your objective. If you want to have opportunities to uncover needs and present solutions, you must first be able to differentiate your company, your products, and yourself.
Customers today receive dozens of sales calls from countless sales callers, but they will only respond to a few; and only a small fraction of those ever turn into mutually beneficial business relationships. So, what makes a potential buyer take your call as opposed to your competitor’s call? Moreover, what makes them want to share their thoughts, feelings, and concerns with you, as opposed to someone else?
Perhaps Lee Trevino, the famous professional golfer who won the U.S. Open in 1968, said it best. As he was strolling up the 18th fairway, with a two-stroke lead on the final day of the tournament, Trevino was joking with one of the photographers. This prompted one of the television announcers to ask him, “Lee, you are competing in one of the biggest golf tournaments of your career, but you don’t seem the least bit nervous. Why not?” Trevino casually replied, “Someone has to win the tournament; it might as well be me.”
Well, guess what? Somebody is going to understand the customer’s needs and then provide valuable solutions. Customers are going to share their thoughts, feelings and concerns, with somebody as well. At the end of the day, someone is going to win the sale—might as well be you.