Why should I buy from you?

This is a question some sign salespeople and shop owners have difficulty in providing a plausible answer to. After many years of working in sales—mainly signs and promotional products—I have concluded that this question looms in the back of the mind of every buyer, even one’s best accounts. “Why should I buy from you?”

Whether one is meeting with a current client or a new prospect, failing to provide an effective answer to this question during a presentation can seriously jeopardize the chance of a successful outcome.

Many veteran salespeople may believe sales will continue because of past success. They fail to see the need of reinforcing with the client why this relationship has worked for them. But noticing a competitor’s vehicle parked in front of one of their client’s businesses can be a painful reminder that continual reinforcement is necessary.