Why Should I Buy from You?

‘Why should I buy from you?’ It’s a perfectly good question for a customer to ask. You are basically being asked what do you differently from your competitors? What sets you apart from others in this industry? What will you do for me which will satisfy my needs?

How easy is it for you to answer these questions? Some business owners find it very easy. Others struggle.

The answer to these questions is what is called your sustainable competitive advantage or your unique selling point. Your unique selling point is created, in part, by the core competencies of your business. These are things your business does well. These competencies are hard for your competitors to imitate and can be utilised across many products and markets. Importantly, they provide benefits to your customers.

Again, sometimes business owners can rattle these competencies off easily. Other times they struggle to recognise the competencies they have within their own business.

The unique selling point, in my opinion, relates to the concept of Think Win/Win. The point of Win/Win is to reach an agreement which benefits all parties. Let’s be clear. Win/Win does not mean compromise because in comprise someone doesn’t get what they want. This is important in your relationships with your customers or clients. It should be a Win/Win situation for you both.

I’m pretty sure there would be plenty of business owners and employees who have found it very difficult to work with some clients. The feeling is probably mutual for the client too. The reasons for these difficulties relates to the most primitive part of our brain. Our limbic system drives how we resist change, what triggers and motivates us, how we prefer to communicate and how we make purchasing decisions. If you’ve had a client suddenly stop using your services and you don’t know why, you’ve probably triggered their limbic system. The good news is there is a way for you to understand their limbic system, what to do and what not to do to keep them around.

How well do you understand your clients’ needs? How well do they understand yours?