Bill Farquharson’s Print Sales Tip for the week of September 28, 2015

Bill Farquharson

“Me. I’m the difference maker.”

That is a typical answer to the question, “Why should I buy from you?” and it makes me crazy. If everyone is saying the same thing, how can that be a differentiator? But there is another problem with that comment…

Another way of posing that question is this: “What is your brand?” Companies spend millions of dollars building a marketing campaign around one single message (as a side note, I highly recommend that you watch the YouTube video, “Start With Why” by Simon Sinuk if you are in the process of developing your own company brand).

When you put it that way, that is when you ask the question, “What is your brand?”, then the answer, “Me. I’m the difference maker” makes absolutely no sense.


Who I think you want be is a problem solver. You want to be someone whom others call when they’re stuck in looking for a solution. That brand is earned by constantly peppering prospects and customers with new ideas for improving either what they are doing or what you are doing for them.

Although, for some, this is a natural skill, for most of us, it is the result of years of  learning how to ask quality, open ended questions, noodling the answers, and spitting out a solution or two. That’s what you should focus on in your pursuit of this goal.

That way, the next time someone asks, “Why should I buy from you?” you can respond with a truly different answer.


There are just 8 weeks between now and the week that contains Thanksgiving. That’s it. Use them wisely by investing just $30 to try out the Sales Challenge for a month. Go to and use Promo Code “30for30” when you enroll. Starts October 5.

Let’s talk! Now you can book time on my calendar and talk about your Sales Challenges or your salespeople or your company’s future or…. Just go to  and grab a timeslot.

Have you taken the Sales Assessment Test? Do it today. It’s free and will tell you where you stand on the top aspects of effective sales. Plus, I will review it and send you back a personalized video. Also free. Hit the link at

Need to contact me? My email is and the direct line is 781-934-7036


PagePath Technologies, Inc. Is a leader in Web-to-Print storefronts.


About the Author:

Bill Farquharson
As a 30 year sales veteran, Bill has the perspective of a been-there, done-that sales rep in the commercial print arena. Following sales fundamentals and giving unapologetically “old school” advice, he writes and speaks in an entertaining fashion to make his points to sales people and owners who sell. “Bill Farquharson will drive your sales momentum.”

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