How To Respond When Asked, “Why Should I Do Business with You?”

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The title of the article says it all when it comes to leading effective meetings. As the sales executive, you are the leader when meeting with clientele.

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False Start

On occasion you may hear someone say, “I can talk to you now, but I only have a few minutes. In a snapshot, tell me what you’ve got.”

Many people fall for this, and proceed to tell everything they’ve got in a two-minute verbiage vomit. The only thing this produces is a mess, and hearing “not interested.”



A far better approach is to ask to schedule a meeting where you may have a give and take to get to know one another better. This lets the other party know you are serious and potentially trustworthy. This normally promotes a scheduled date.

Share Your Story

As we move through life, we take on a variety of roles. The only constant is to be true to self, your principles, and personal brand. The previous sentence is key, because this is the basis for building your personal story.

It is our unique story that serves to build a sound connection and human bond; it also gradually works toward building the relationship and trust.

Begin by asking your prospective client how they began their career or achieved the position they are. People love talking about themselves and this will lend great insight on how to work with your potential client. Then briefly, in two minutes or less, share your story. Try to find an area of commonality to connect a common interest.

Leading the Meeting

Ask prospective clients what caught their interest to learn more. You wouldn’t be in a meeting if there weren’t some need in mind. Inquire as to personal as well as business goals. Then delve deeper to inquire about specific goals for the year and what obstacles might be in the way. The more open you conduct the conversation, the more likely you will be to get the sale. Sales don’t necessarily happen the same day you meet. The sale depends on the expenditure, complexity, and the need for other people to be involved in the process.

Become the Doctor

The second phase of the meeting is to be the doctor of business. What problems or symptoms are being experienced, why do they believe this is the case, and how they see the remedy. Discuss all. Should your belief be different than theirs, ask if they would consider XYZ. Upon hearing, ‘no’, ask why and prior experiences. Hearing ‘yes’, mark a star to capitalize on that segment.

Transform into Problem Solver

Some conversations only require a simple on the spot idea for solution while others require a well thought out proposal based upon everything discussed. Get the Client to Announce They Wish to Buy Two questions to be asked prior to ending the meeting are:

  1. Do my services appear to be what you are seeking?
  2. Do you believe me to be a provider who will serve your company well?

Hearing “Yes” as an answer to each question signals you are well on your way. Confirm your conversation prior to leaving the meeting.

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Personal Branding Blog


Personal Branding Blog The Personal Branding Blog is part of the Small Business Trends Publisher Channel, offering branding and career advice from Dan Schawbel and his team of experts. The blog helps professionals build a powerful brand to remain competitive in the job market.

5 Reactions

  1. I would add that if you’re the doctor, make sure you’re qualified to handle the problems you encounter. For example, if you’re a podiatrist and find the customer really needs an orthodontist, make it clear what you can and can’t fix. If the match isn’t there, don’t force it. That just leads to unrealistic expectations and disappointment.

  2. Aira Bongco

    really nice strategy. As a business owner, I struggle with this as I am having some problems pitching what we do in a couple of minutes. Nice suggestion!

  3. I definetely agree with you. It is very important to know about a person you are talking to, about his or her story. As it was said people like to talk about themselves, and so you it will be helpful as you will know their interests. Try to maintain a contact and then it will be easier to promote your services.

  4. I have encounter a number of people who does this “2 minute thing” and I just can’t take them. They make me chase them, which I hate. I think if they’re serious with doing business with you, they should give time to talk with you.

  5. Great advice, too many times people start talking about the features and benefits of their product or service. Having an approach of solving their problems can make it meaningful for the client.

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