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My main competitor sells the same product
from the same manufacturer I sell.

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They differentiate on price, but I
try to differentiate in service

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which is typically better.

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But, my close ratio is not good.

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What can I do to get
my close ratio up?

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To help improve your close ratio,

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use recent case histories and testimonials

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that document the bottom-line
results of your superior service

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over the competitor’s lower price.

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Be sure these case
histories and testimonials

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highlight the risks involved in
trading off service for lower price.

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If you don’t have any recent
case histories or testimonials,

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it shouldn’t be hard to quickly develop
a few from satisfied customers

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who’ve had unsatisfactory dealings with
that particular low-cost competitor.