Practical Sales Training™ >How To Lose The Sale > Perceived Uniqueness
What is it?
Some buyers think their problems are so unique and difficult that you just can’t help them (even when you can). To prevent this happening, we need to appeal to these people in your messaging.
Why does it work?
If you’ve tried to solve an issue and it’s got worse.
If you’ve spent time and money but haven’t moved forwards.
Then you will be naturally skeptical as to trying other solutions – feeling that somehow you are a special case and perhaps beyond help…
This happens to many buyers who become overly frustrated and desperate with their situation.
How can you use it?
To overcome this issue, be clear about the following and include it in your messaging:
- Who you work with
- The problem you solve
- How your solution differs from alternatives they may have tried
- Produce a shareable FAQ
Hypothetical Example:
A career coach often encounters professionals who feel stuck and believe no one can help them land a better job. In her messaging, she says:
“If you’ve been sending out CVs for months, tried rewriting your LinkedIn profile, and even paid for generic career advice – only to get zero interviews – you might think you’re unhireable. You’re not. I work exclusively with mid-level professionals who feel ‘stuck,’ and I use a proven 3-step system to help you get interviews and offers, even if nothing else has worked.”
By acknowledging the buyer’s frustration and clearly stating who she works with, what problem she solves, and how her approach is different, the coach reassures the skeptical buyer that they are not a “special case” beyond help.
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