Antonio Garrido is President and Founder of Absolute Sales Development – Miami’s own Sandler Sales Training organization that provides companies of all sizes with superior business-growth training. Visit: www.absolute.sandler.com or contact: (786)-527 0277
Twitter: @SandlerASDMiami

I was recently on vacation with my family at one of the best beaches in America. We arrived after 5pm to the beach house we rented for the week, and immediately changed into our swim gear to join our extended family on the beach. All the kids swam in the ocean, and the adults caught up while enjoying the setting sun over the Atlantic until well past our regular dinner time.
We quickly realized that tonight would be a pizza night so I headed into the town to a local pizza place that looked intriguing.  Upon arriving, I asked the owner if his pizza was any good?  He quickly told me they had the best pizza in town, and the price was $8!  I responded by saying, “How could the best pizza ever only cost $8?”  He proudly responded, that he had been in business for 20 years, and he had low overhead so he could offer low prices!
My question to him, and all of you is–How does being in business 20 years convince me of anything?  How does saying we have low overhead, great customer service, or high quality help me decide where to do business?  What is your competition telling your customers and prospects right now?  My experience is they are saying the exact same thing!
People buy for their reasons, not ours.  What is your differentiating value?  Or Unique Selling Proposition (USP)? Our job as salespeople is to differentiate ourselves from the competition. David Sandler taught us that if we look, act, talk and behave like everybody else, we will be perceived to be like everybody else. When that happens, the only thing that matters is price.
Take the time to develop the USP for your business, and stop sounding just like the competition.
So, why should I buy from you?
By the way—the pizza was one of the best I’ve ever had.

Sandler Training is a global training organization with nearly 50 years of top-flight training experience. Sandler Training provides training and consulting services for small-to-medium-sized businesses, as well as corporate training for Fortune 1000 companies. With over 250 offices located throughout the USA alone, Sandler’s goal is to help clients initiate substantive, measurable and sustainable growth.