One thing is for certain: Cork Walgreen REALLY knew how to sell.
Walgreen’s Drugstores figured out how you can sell alot more stuff and become among the top-performing stocks over the last 40 years in the process, defeating Intel, GE and Cisco! Their formula for success was simple: have the best, most convenient drugstores, with a high income per customer visit. An easy formula, no doubt and that’s the formula for creating the single best company with regards to market return in the past 40 years.
What Walgreens did is the thing that you as the sales manager should do too. If you’re absolutely identify yourself from the competing firms just like Cork Walgreen, then you’ll need to think about what you can be the best in the world at – then funnel all of your powers into pursuing that particular thing. Know what’s the 1 thing you do better than anybody else and teach that one thing to your sales reps over and over and over again.
The “figuring out” is the part is the toughest and the most difficult part.
So here’s how you will do it. Ask these questions:
What list of things does my service or product do better than the competition?
Out of those ideas, is there one feature in particular that just “beats the pant off” your competitor?
Just how much incrementally better is that certain feature of my product or service as opposed to the competition?
If that’s the case, what particular subset of customer will be most enthusiastic about that feature?
What advantage does it present to that particular subset of customers?
Is the true advantage provided from the feature so simple that it can be clearly articulated by possibly even your worst type of sales rep?
If you focus all my energy on that particular sub-market of prospects, will it be numerous and profitable enough for me and my sales team to achieve the sales objectives and goals we have set for our own selves?
Find out what you and your service or product can be “the best in the world at” and then align your own salespeople behind that singular message. If you are able to get all seven differentiators working in your benefit, then you’ve got a winner.
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