How to WIN a customer who is trying to choose the best...

Most businesses today spend a lot of time and effort trying to explain their customers how their product or service is better than others. What they are actually trying to do is to prove how they are the best available choice to the customer.

A little reality check would easily reveal that you can never be the best. Because the criteria of being the 'best available choice' differs from customer to customer.

Also, it is often difficult convincing a customer who is looking for a best option to meet his needs. Because in spite of anything that you show him, he always tries to find someone better than you. In fact, the more you try to prove him that you are the best, the more difficult it gets to convince him.

Even for the customer this process of finding the best choice is usually time consuming and even confusing at times.

It usually never works when you try to win the race to be the best. Instead change the perspective. Don’t tell him how you are better than others. Instead tell him that you or your product would meet most of his needs just like any other option available to him. Help him to saving his time in over-evaluating options. While doing so tell them about some of your unique ‘cannot-be-found-anywhere-else’ features. (if you have any). Also explain the customer how engaging with you can add value to him in the long term. Shift the focus from a transaction to the relationship.

Stop trying to win the game of being the best. Instead change the game and win the customer.