CHAPTER 19
Being 1 Percent Better Is Enough
The difference between winning and losing any sales deal you are working on is 1 percent.
Close your eyes, and think back for a moment to your first big order. That was a moment to savor, wasn’t it? You probably crushed the competition, right? One question about that order: How much better were you than your competitors? After all, the customer had to have had a compelling reason to choose you. Were you 75 percent better than your competitors? 50 percent? 25 percent? 10 percent? Did it matter?
How about that big order you lost? Was the winning competitor 100 percent better than you? 50 percent? How about 5 percent better? Did it matter?
Yes, in both cases it mattered. (If the customer perceived your ...
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