Using superlatives to describe your products or services makes you look like a rank amateur — don’t do it…
One of the signs of gross inexperience in any type of sales is when a salesperson describes his or her product as “the best” or as “superior.” Think of how ridiculous this sounds to your prospect! You can’t tell anyone that your product is the best because you have no credibility in the regard that you have a conflict of interest because you stand to benefit from the sale — of course you are going to say it’s the best.
Medical sales professionals present their products or services from the perspective of how it will benefit the medical professional and the patient. You can present scientific data from reputable journals (be careful of “white papers”) and let the clinician decide how your product stacks up in any particular study and arrive at his or her own conclusion that your product offers distinct advantages over your competitors. You can point out distinct features and benefits between products. You can ask the prospect which product he feels would deliver a superior outcome, or some other real-world benefit. But you can’t say that your product is the best.
Sell with this adage in mind: “If you say it, they can doubt it; but if they say it, then to them, it must be true.”
Don’t ever begin a presentation with the overused, amateurish line, “Hey doc — would you like to see the best (your widget) on the market? When you do that, you lose all credibility and you start your presentation with your prospect thinking, “okay — here comes a sales pitch” instead of “let’s see if you can offer me a solution.”
Your product might be the best, but you can’t say it. You can show the solution you offer, and ask questions that will force the prospect to compare your offering to the others that are available. But unless your prospect arrives at the conclusion that your product is the best, then to him or her, it’s not.
