How am I differentiated??? (Gulp.)

Your meeting with a prospect is going great… you showed a few key slides, you asked some strategic questions, and the good vibes are flowin’.

Suddenly, the barometric pressure in the room changes when the buyer asks how you’re different from your competitors. ("Yikes…did the lights just flicker…or is that my brain fluttering?")

How much time on the clock do you think you’ve got until you must reply with a cogent, smart, articulate answer?

It doesn’t matter how long you’ve been selling; you need to own your VP.

Don’t just practice your value prop today; cement it.

Owning a VP means memorizing it and then practicing it so it doesn’t sound memorized.

Practice means role-playing. Yes, role-playing. It’s the only way to train for the moment when a customer asks you to explain your differentiators.

BTW, to ensure trust, you get about 1.762 seconds to respond to your buyer in a cool, calm manner that sounds intelligent and human.

While this 2-minute clip of Michael Scott, Dwight Schrute, and Jim Halpert role-playing in The Office is hilarious, you should follow a different practice protocol.

Your practice sessions should be serious, but it never hurts to have a little fun with your BFF seller during your session, too. A few giggles and yucks won’t hurt.

Focus, and feel free to call "time out" when you need a re-do.