You make it, or you miss it – by a hair.
You get it, or you lose it – by a hair.
You’re on, or you’re off – by an inch, by a fraction, by… a hair.”
This is part of the transcript from a Gillette razors advert. Actually, why not experience the advert for yourself (I think the music sensationalises it)
When I came across this advert, I could immediately relate to it from a sales perspective and was thinking of the times I had secured an appointment, delivered a winning presentation, closed or even lost a deal… “by a hair”.
As you know… the phrase ‘by a hair’ or ‘by a whisker’ basically means by a very small distance, and it could be used for many sales opportunities that we win or lose in today’s hyper competitive marketplace. But do you know (I mean really know) why your prospects end up choosing or not choosing your solutions?
Your initial thoughts on why you win business might be around the USP’s of your product or service, but in reality that’s rarely the case.
In my blog post ‘The USP is Dead, Long Live the USP!‘ I make the point that nowadays, with little to differentiate between the products and services in a similar category that a prospect could choose from, the salespersons professionalism and the way they interact with the prospect throughout the sales process is sometimes the real differentiator and (to bring it back) helps win or lose the deal ‘by a hair’.