"Copiers, are all the same."
You could call that statement "The Neutralizer". In one swoop, you have just made all the copiers your prospect will ever see or evaluate into a commodity.
Let's face it, most clients already think that all copiers are the same. So why not confirm their beliefs, putting all the "spec sheet minutia" aside and concentrating on real problems and business cases.
This strategic approach not only puts the prospect into a different mind-set, but re-positions the sales rep into a Selling Professional.
Imagine, if you sell copiers and every single one was the same. How would you differentiate yourself? Think about it...your first copy out time is identical, all the machines scan to folder, use electronic bread crumbs to clear misfeeds, have large, proven, successful, U.S. based, global manufactures behind them, and easily connect to the network.
Well, yes, salespeople in general "take the path of least resistance"(translation, we're lazy) so the easiest way to differentiate is to lower the price. It's also the simplest way to fall into the commodity model. But then again, sales people take the path of least resistance.
For the rest of the story, go here...
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