12 Aug

A key decision-maker may ask, “Why should I purchase your product or service?” during or after the sales presentation. This question presents an opportunity to convey the concise value proposition. Although this inquiry can disrupt the flow of a presentation, it can be advantageous if approached in a constructive manner.

Rather than interpreting this question as confrontational, sales pros should view it as an inquisitive challenge—an opportunity to clarify the rationale for further engagement with your company. Assure the buyer that you appreciate their question and are not offended.

The question “Why should I purchase your product?” is usually not intended as an objection, but rather as an invitation for the seller to provide reasons for further consideration. It offers the opportunity to clarify the meeting’s purpose and address the specific needs of the audience.

To effectively answer “Why should I buy your product?”, focus on highlighting its unique benefits, demonstrating its value proposition, and building trust with the potential customer. Emphasize how your product solves a specific problem that the buyer has or meets a need, or exceeds expectations, while also addressing any concerns about price, quality, or reliability.

By this stage, a competent sales pro will have conducted sufficient discovery to understand the customer’s specific needs. This knowledge enables the presenter to demonstrate precisely how their product or service offers quantifiable benefits, such as increased operational efficiency, boosted sales, access to new markets, reduced overhead costs, or improved supply chain performance—aligned directly with the client’s objectives.

The value proposition was likely not fully presented at the outset, as the sales professional was still collecting relevant information.   Still, direct questions from decision-makers provide an appropriate opportunity to present these points. Seize the moment to address how your offering meets the buyer’s requirements and highlights your organization’s competitive advantages.

Best practices for responding to this question include:

• Clearly outlining how your solution will function within the customer’s context (in no more than five minutes)
• Quantifying anticipated cost savings or efficiency improvements (using ranges or percentages is acceptable)
• Presenting examples where your clients have experienced similar value in comparable vertical market sectors or geographic areas
• Offer to present a more detailed explanation or demonstration of the value your product brings to them at a later date.
• Never say “we are the cheapest,” “we are the oldest,” “we are local,” or “it’s the latest and greatest.” These are meaningless (even offensive) statements to an astute buyer.
• While it is a truism that buyers sometimes select a product based on how they relate to and trust the sales pro, most often, business reasons will have greater importance
• Any collateral material given to the buyer should relate to them and their specific needs, rather than being a generic marketing piece.  Never respond to this question by showing a PowerPoint presentation!

Do not ramble about how excellent your company is, its financial strength, or list the features of the product. None of that is essential at this point and can be presented to the buyer at a later date. Be economical with your words and don’t over-talk.

Communication should remain concise and focused. After making your case, allow the decision makers space to discuss what you have told them internally; do not interrupt their deliberations. Repeat – do not interrupt them when they are discussing your value proposition amongst themselves. I call this time “solutioning,” and having it occur in front of you is a buying signal.

While some sales methodologies recommend postponing responses to such questions until a later stage, doing so may create discomfort or give an impression of evasiveness. Although reiterating the value proposition in subsequent proposals is encouraged, proactively addressing the question enhances credibility and ensures that your message resonates throughout the sales process. It also provides you with the opportunity to establish credibility with the buying team. Repetition of the value proposition does not diminish its effectiveness.

Ideally, your value proposition should meet the buyer’s needs and highlight your company’s competitive advantage. If this alignment exists, the opportunity may be particularly well-suited and is in your Sweet Spot, as I explained in “Above Quota Performance.” ¹ If so, your chances of closing the sale are much better.

In summary, the high-performing sales professional should be prepared to answer the question, “Why should I purchase your product?” whenever it arises during the sales cycle, not just when preparing a formal proposal.

¹ Steven Weinberg. Above Quota Performance, Armin Lear Press (Estes Park, CO, 2022), pp. 145-153.