How To Be Head And Shoulders Above Your Competition

The “Sales Argument”

The first and most important element in the Monopolize Marketing system is the Sales Argument. The Sales Argument is the argument you build, the case you design, and the basis on why a prospect should do business with you. Your Sales Argument should differentiate your business from all your competitors. It will make you the clear and obvious choice and it guides your prospects to the conclusion, "I would have to be a fool to do business with anyone but you…regardless of price."

The difference between the Sales Argument and the current business buzzwords like "niche marketing" or "unique selling proposition" is that we are not just going to introduce you to the concept. We actually assist you with the implementation of the underlying principle in a systematic way throughout your business.

How The Sales Argument Will Help You Raise Your Business Above The Clutter

If you flip through your local yellow pages, you will find ad after ad for nearly every given product or service. Almost each and every ad seems to be shouting the same thing: “We are the best, cheapest, most honest, and have the friendliest service" and many other empty words and phrases. We call this condition CLUTTER and it is one of the key reasons for the Confidence Gap. Unfortunately this condition is not exclusive to the yellow pages; you see it is in every aspect of marketing and advertising. With all of this CLUTTER, how can a prospect determine which, if any, of the offers is the best deal? In almost every case; they cannot. The prospect is left calling the first few ads then simply going with the lowest price rather than choosing the company with the best value.

We know that in almost every industry, the lowest price does not always reflect the best deal. You can probably name a competitor or two that offer a lower price than your company. You can probably also identify how buying from your competition would result in less value for the same price. What you need to ask yourself is; does your current marketing make your value distinct and clear to the prospect?

Building A Case For Your Product Or Service

In building a case for your product or service, envision your marketing situation as a court case and you are the attorney for the defense. Your prospects are the jury, and you must prove to them, without a doubt, that your product or service (the defendant) is the most obvious choice amidst all the competition. To “win” your case, are you going to settle with a defense that says, "we're better, we're cheaper, we're professional or we've got better service"? No. You know that you need to probe your witnesses and your jury so you know what they will be sympathetic to and what they will respond to. You know that you must provide substantial, quantifiable evidence to back yourself up.

Selling will become effortless once you have gathered this information about your business or developed your Sales Argument. You will have built the framework for any marketing and media you will ever need to create for your business. You now possess a clearly defined "Inside Reality" and are ready to work on the "Outside Perception". (How you’re actually perceived by your customers and prospects.)

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