I bet I know one statement that each of you have on your presentation deck. The one claim about your value proposition that everyone feels compelled to discuss. The one thing that falls on deaf ears. The one statement that could be turned around and used to your advantage, but never is. What is it?
All security integrators claim they deliver the best service in the industry/market/area/universe. Whatever the scope of the meeting or business, you state that your company delivers the best service. There are two things wrong with stating this:
- It’s not objective.
- Everyone states it, so it falls on deaf ears.
When you make this statement, you sound like everyone else. Don’t do it. If your level of service is truly something that is a strong benefit that you offer, then try one or more of these ideas…
- Share empirical data to prove it. “Our attrition rate is less than 3% and the regional average is 14%.”
- Offer testimonials and case studies to back up your claim. Don’t throw a bunch of cases studies at them during the meeting, but simply make the statement that you’ve got some case studies that you can share, and name a few of the customers.
- Don’t say it. State something like this: “I believe our service department is excellent, but I don’t want to get hung up on that right now – everyone probably tells you that about their service. If we decide on a follow-up and to explore working together, I’ll bring evidence about our service and illustrate our past performance rather than just tell you.”
I know – you feel like you have to state it because everyone else does. That’s ok, but don’t simply state it. Make sure you can illustrate it. Heck, make a joke about how everyone states it, but don’t have it as a bullet point on a slide. BTW, If you don’t have great service, then don’t state it – you’re just taking up air in the meeting when you can be focusing on something else.
