“Why Should I Choose You?”

John Tabita
John Tabita

In my previous article, Throw Your Prospect a Bone, not the Entire Meal, I said in a desire to demonstrate our expertise, we give away far too much information to unqualified clients. Determining “how qualified” a particular client is requires two critical pieces of information:

  1. How committed is your prospect to this project?
  2. How likely is he to select you?
Even with sincere buying motives, why prospects select one firm or person over another is often subjective and intangible. You can ascertain your chances of winning the project by asking a simple, direct question: “Why are you considering me?” There’s a sales axiom that says you should never ask a question you don’t already know the answer to. If you choose to ask this, the prospect may turn it around and ask, “Good question. Why should I consider you?” Your response ought to be the real reason clients have hired you, not why you think clients should chose you. Which means you ought to be having the following conversation with all your current clients:
When we initially met, I asked you why you were considering me for this project. You said it was because __________________. Now that the project is finished, have I lived up to your expectations? [Assuming your client says yes]: “Why else are you glad that you hired me?
It’s been said that people may not remember exactly what you said or did, but they’ll always remember how you made them feel. Depending on your particular personality bent, you ought to inspire at least one of the following emotions:
  • Confidence: “He knows what he’s talking about and how to get things done. I should listen to him.”
  • Excitement: “She’s energetic and enthusiastic. I’ll enjoy working with her.”
  • Dependability: “He’s easy-going and steady. I can depend on him.”
  • Trust: “She understands my problems and listens to what I say. I can trust her.”
All the technical knowledge and skill in the world won’t land you the job if you can’t communicate how your expertise translates into making your client richer, happier, sexier, or more successful. If working with you to successfully complete the project fails to elicit an emotional response, you’re anything but memorable in that client’s mind. When a prospect asks, “Why should I choose you?” you need to respond with how you make your clients feel:
Clients have overwhelmingly told me they chose me over the competition because they felt confident that I knew what I was talking about and how to get things done. Because they were willing to take my advice, I was able to meet their business objectives.
In order to write effective website copy for our clients, we always want to know: What sets you apart? Why should a customer choose you over the competition?
Invariably, the answer is some form of “because we’re better”—our products and service is better, our prices are better, our employees are better. But claiming to be “better” is not setting yourself apart at all. It’s what everyone says. What truly sets you apart is what your clients say sets you apart. Do you have the nerve to ask them?

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Frequently Asked Questions (FAQs) about Choosing Our Company

What makes your company unique from others in the industry?

Our company stands out from the rest due to our commitment to quality, innovation, and customer satisfaction. We have a team of highly skilled professionals who are dedicated to providing top-notch services. We also invest in the latest technology to ensure we deliver efficient and effective solutions. Our customer-centric approach ensures we tailor our services to meet the specific needs of each client.

How does your company ensure customer satisfaction?

We prioritize customer satisfaction by providing excellent customer service, delivering high-quality products and services, and offering competitive pricing. We also have a dedicated customer service team that promptly responds to customer inquiries and resolves any issues that may arise.

What kind of experience does your team have?

Our team is composed of highly experienced professionals who have extensive knowledge and skills in their respective fields. They have worked on numerous projects, enabling them to handle any task, regardless of its complexity.

How does your company handle complaints and negative feedback?

We view complaints and negative feedback as opportunities to improve our services. We have a structured process for handling complaints, which includes acknowledging the complaint, investigating it, and resolving it in a timely and satisfactory manner.

What measures does your company take to ensure quality?

We have a comprehensive quality assurance system in place. This includes regular audits, inspections, and reviews to ensure our products and services meet the highest standards. We also invest in training our staff to ensure they are up-to-date with the latest industry standards and practices.

How does your company stay ahead of industry trends and changes?

We continuously monitor the market and industry trends to stay ahead of the curve. We also invest in research and development to innovate and improve our products and services.

How does your company handle project delays or setbacks?

We have contingency plans in place to handle project delays or setbacks. We communicate openly with our clients about any potential issues and work diligently to get the project back on track.

How does your company ensure the security and confidentiality of client information?

We have robust security measures in place to protect client information. This includes encryption, secure servers, and strict access controls. We also have a strict confidentiality policy and ensure all our staff adhere to it.

What is your company’s approach to corporate social responsibility?

We believe in giving back to the community and are committed to sustainable business practices. We have various initiatives in place to support local communities and protect the environment.

Why should I choose your company over your competitors?

Choosing our company means choosing quality, reliability, and customer satisfaction. We offer competitive pricing, innovative solutions, and exceptional customer service. We are committed to meeting and exceeding your expectations.