We all struggle with how we stand out in the marketplace given all the companies and all the “noise” around our industry offerings.
Traditionally, we tend to say we are “better,” “different” or “special” and, in our hearts, we may even believe it but what matters is the core truth. Are we in fact differentiated in some way that sets us apart in the market?
The truth of your answer is critical in identifying the strategies you employ. Many times, we say we have “better service,” “better performance” and we “care” more. But if we all say that without details or metrics, then we are simply adding to the “noise.”
One thing we see often in prospecting is we ask, “who does your service because we do that too?” That not only fails to distinguish you; it actually makes your solution a commodity. And we all know the decision lever on a commodity sale is price, price, price.
If that is not how you go to market, then you must find a better message.
Three Crucial Questions
Any good territory sales planning model really only answers three questions: “who,” “what” and “how?” All the rest is window dressing to sell books or seminars. I prefer to keep things simple.
The “who” is your marketplace. Where do you do best? What verticals are key for your growth? And how do you know that? These answers springboard you into the actionable steps you need to take.
Now we get to the important points, the “what” and the “how.” What are you selling in those markets? Is it your company, your solution, your reputation, etc.? We all know few buyers care about the products but rather the value proposition you offer, so focus on that.
If you are selling to a new prospect, you sell your whole company and the solutions you provide that are unique, different or just better. You are seeking market share, so be aggressive and unique in your messaging.
If you are selling to existing accounts, you are pursuing wallet share. As such, you are driving a total solutions messaging (which is relevant to a new prospect as well).
The message is, “we are your total solutions life safety and security provider.” In that messaging, you lead with making their lives simpler by offering more solutions. Find out what they want to achieve and show them YOU have the answer.
A True Differentiator
Really take your time and develop a comprehensive understanding of your client and their industry, your offering and even the neighborhood.
Now, in addition to more solutions, you have also differentiated yourself in your “partnering” effort to serve your client by process. Although it should not be, this itself is a true differentiator.
As an example, one outcome from this step is always offering video verification on systems where the city requires verification for dispatch. And there are many others.
This is all integral to the strategic process, which I hold near and dear. The messaging that sets you apart comes from the answers to “who,” “what” and “how,” but it must yield a cohesive strategy which relies on specific tactics.
In short, you must deliver! “Know thyself,” your strengths and your “special sauce.” I believe the consultative approach with a total solutions message is enough to win you that conversation, which is the first and most important step to the sale.
Then you build your complete solution as their partner.
Tracking and Execution
Obviously, as leaders, to maximize the total solutions strategy, you have to seek to add and drive additional solutions.
Track and measure how many multi-systems sales you make versus just one system. Track how many services you are providing in recurring monthly revenue to support and enhance the performance of the systems.
We know driving recurring monthly revenue is great for our business values, but sometimes we forget that good services under contract are even better for your customers. Be proud of that and believe it and you’ll close more RMR.
Finally, the next step is execution. Having a comprehensive strategic plan and communicating the tactics to achieve it is critical in organizational psychology. Everyone is involved, everyone knows the plan and everyone knows what they do every day to help achieve that.
Alignment and valued purpose are the positive outcome. So, align with your team on your differentiated message, push your boundaries and drive and measure total solutions with RMR.
Then, you have the tools to set your great company apart from all the others. And good hunting!
Robert Ricucci is chief revenue officer at RapidFire Safety and Security.
