How is it that a good job of selling can position a product or service above its competition ... even if the facts would suggest otherwise?
It is a fascinating subject, particularly when you are usually on the selling rather than the buying side of the equation!
When you know all of the internal "issues" associated with your company, product or service you tend to become a little intimidated by what "the other guy" has, rather than focus on your own strengths.
Your tendency is to try and sell against "their" strengths, rather than "to" your own.
There are countless examples of companies that were better at marketing, branding or sales than their competition. Even many cases where the competition had a "technically" superior product, but the better sales job wins in the end!
One such example for me in the technology space was the marketing genius of Oracle, that basically crushed the technical capability of both Sybase and Ingres ... which back then were considered technically superior products.
So much of success can be attributed to "truly believing" that you are the superior choice.
When you project that belief and the confidence is clear then the buyer "feels" it!
The salesperson who is hesitant, who does not have the passion, will almost always lose out to the one who is convincing.
It is the difference between winners and losers, between first place and everyone else.
You might call it the edge, the 1% difference and it is a pure state of mind.
I believe it can be taught, but only to those with that ability to project confidence.
It can come easier with experience or with some success.
You can be sure that like all success it comes at the cost of hard work, and a great attitude!
Get your head around that and you might just "get it"!
“If you don’t believe in what you’re selling, neither will your prospect.”