Competing in the Sales Arena
by Dera DeRoche

In a way, selling is like playing a sport. You have to know the rules of the game, you have to know the other team, you have to practice and you have to have a game plan. Selling is also a competition but unlike sports, there are no trophies for second place. You either win or lose the sale.

In the alarm industry, the game’s getting a little harder and more complex. Our industry is changing. It’s becoming more competitive, other players are entering the arena and your prospects taking a closer look at what your competitors have to offer.

That’s why you can't assume you'll remain successful simply by doing the same things that you have been doing for years and that used to work for you. If you want to win the game, then you've got to get into shape.

Following is some advice on what you can do to stop losing points during the game and win more often.

1. Know the differences between your company and those of your competition.

Every sports team studies their competition before a game. It’s foolish to step into the arena without knowing the opposing team’s strengths, weaknesses and how they compete. In the same way, you should get to know your competition. What products are they offering? What services do they provide? What are the differences between your companies? Differences that may seem minor to you could be of significant importance to your customer. The answers might give you the edge.

2. Know your prospect's needs better than your competition.

You should also know as much about the needs of your prospect as you can. For instance, find out why a prospect is interested in an alarm system. When you know your prospect’s needs as well as the specific ways in which you're different from your competition, you'll have the "home field advantage."

One simple way of understanding your customer's needs better than your competition is to listen and keep the conversation centered on your customer's needs. By understanding your customer’s needs, you’ll be able to provide expert advice and give this particular customer a solution that fits his or her specific circumstances.

3. Reach the key decision-maker.

Whether it’s a residential or commercial sale, in every buying decision there is one person who has either more power or more influence. Think of an important prospect you are calling on now. If he or she is not the key decision-maker, who is?

The first salesperson to identify and win over the decision-maker almost always wins the sale. To identify who makes the decisions, ask your contact person questions such as, "How will your company make the decision? Who else do you need to talk to? If it’s a residential installation, you could ask if they need to discuss this with their spouse.

4. Ask yourself questions

Your effectiveness in competitive selling situations will be largely determined by the questions you ask yourself before each sales call and the answers you come up with.
Do you understand what your prospect's really wants? Do you have a competitive edge? Where? In what areas do you have a disadvantage? Can you either better persuade the prospect or adjust your proposal?

5. Have a game plan to beat the competition.

For years, salespeople have been told that the key to selling is to make lots of calls. That’s not the total answer. I'm not suggesting you necessarily make fewer sales calls. Instead, put more thought into each call you make. Think first, plan ahead and then make a game plan to win.

Maybe you and your competition offer the same products and services. In sports, when two teams are evenly matched, the winner will be the team that plays the best and makes the fewest mistakes. To win more customers in the alarm arena, you must do the same.