The Art of Standing Out | radioinfo

The Art of Standing Out

Sunday 03 June, 2018
Image: Shutterstock
Peady's Selling Engagement sponsored by IRD Prospector


Welcome to this week’s post on sales and selling success.

The first step in selling is getting the customer or client to recognise a business problem. The second step is showing them, their problem is worth fixing.

Those first two steps are challenging enough but salespeople have a third obstacle to overcome. They must help the customer understand why they are the best choice to earn the right to their business.
In a highly competitive market, where many customers believe the product is very similar or the same, standing out is a daunting task. 

Six ways to stand out and differentiate yourself

  1. Show up! What’s that Woody Allen phrase? “80% of success is showing up”. Just by arriving on time, well-presented, prepared and ready to do business you’ll beat the great majority of salespeople. 
  2. Ask thought-provoking questions. By doing your homework you can ensure the meeting or customer interaction is valuable. Avoid the trite “how’s business?” questions, dig deeper, ask well researched questions to uncover opportunities.  
  3. Then listen. Listen carefully to whatthe customer says, howshe says it and more importantly what is left unsaid. The response to each question often leads magically to your next response or question. Effective listening requires a clear focus. 
  4. Add value to every customer interaction. One of the key differentiators is what you leave behind. An article relevant to the client, a piece of pertinent industry news, a small gift as a thank you, a referral, a networking opportunity.  
  5. Be yourself. Accept it, you are unique. Some salespeople are afraid to show their personalities or are unsure when it’s appropriate - prospects would rather work with someone relatable rather than a selling robot.  
  6. Follow up. This is the “sister” to “turn up”. If you promise to get back to a customer with a response deliver it on the day/time agreed. After a sale is completed make early contact to ensure everything is on-track. Most salespeople don’t do this!

Today’s customer has plenty of choices. To win a new business opportunity or grow an existing one you must do everything in your power to be different, to stand out. So, try these 6 ways.
Until next week, good selling!

About the author 

Stephen Pead is a media industry veteran of 30 years with significant experience in direct sales, sales management and general management. He is based in Sydney and specialises in helping SME’s market their businesses more effectively and providing training for salespeople and sales managers.

He can be contacted at


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