Whenever you find yourself in a competitive situation you must know three things to improve your chances of winning. These are:

   1. What does the client really want?
   2. What has the competition offered him?
   3. What can I offer that is different or better?

The biggest reason why some salespeople lose many of these opportunities is they can't answer these three simple questions. They haven't taken the time to determine what the client is really looking for. They don't know how they stack up against other offers. Finally, since they cannot answer #1 and #2, they are not sure what they can do that's better (#3). The result? They lose the business, the relationship, the potential referrals and the possible repeat business.

With so much at stake, it pays to put yourself into a position to win as much as you can. Here's how:

1. Always make certain you fully understand the client and what they are looking for.
   Ask questions like: "What are the most important things to you?" or "What are your biggest concerns?" or "What are the top three things you are looking for?" These great questions will lead you to his unique needs and motivators for taking action.
   
2. Ask where you stand.
   If the client hints they have talked with other companies, ask: "What are they offering you?" or "What have you been told?" Probe to discover exactly what you are up against in terms of pricing, delivery and so on. Convey to the client that you have his interests at heart and you wish to help him make the best decision. By knowing where your competition stands you have the chance to better their offer.
   
3. Present your unique offer.
   To differentiate yourself, you must offer something different. What will the client get from you that he won't get from the competition? Will you make it more convenient? Will you be faster? Can you save him money? Be sure to identify and focus on their big concerns and needs. For example: "Mr. Jones, it looks like what we can offer you as far as rates and fees are equal to your other offer. However, you also mentioned you want this process to go smooth and fast, and that's what I can do for you. If you start the process today, we can have an initial decision within 24 hours, I can complete the loan with very little paperwork, you don't have to come into my office and we'll get you closed in 21 days. Does that sound good?"

Too many good salespeople lose out on too many opportunities they could have had and should have won. Follow these three steps and you'll beat the competition more than they will beat you. In both sports and sales, winning is a wonderful thing!

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