When your prospect has decided to change from the status quo, they start seriously considering their options. How can you differentiate yourself from others who are also competing for their business?
Most salespeople feel compelled to brag about their company's service or talk about all the awards their company won. Everyone does that. It's not differentiation.
True competitive differentiation comes from helping your prospect make a good decision. Here's the most effective thing you can say:
"Mr Prospect. I assume you're looking at several options, and what's most important to you is finding the best fit for your business. I want the same thing. That's why I've prepared this list of criteria that you might want to consider as you evaluate the vendors. I work with clients on these things all the time and ultimately these are what make the difference."
So how do you think your prospect will respond? First – with shock. You've differentiated yourself already. But they'll also be blown away because of your focus on helping – not selling. And, in a world of copycat products and services, that's how you really stand out from the crowd.