With thousands of other promo distributors selling similar products and services, prospects have a plethora of choices when it comes to making a purchase. How can you stand out and become the one they choose?

According to buyers surveyed by inbound marketing platform HubSpot, 69% want a salesperson who listens to their needs, 61% are looking for a low-pressure experience, 61% seek relevant information for their specific challenges and 51% prefer a sales rep who responds in a timely manner.

Here are four ways to stand out from the competition in a crowded marketplace.

1. Listen up.

In a fast-paced world – and especially among fast-talking salespeople – buyers simply want to be heard. Consider yourself less of a salesperson speaking to a potential buyer and more like a doctor listening to a patient, says Kavin Patel, founder and CEO of Convrrt, a custom landing page platform for SaaS companies. “We have to be able to listen to our prospects in order to be effective salespeople,” he says. “We live in a self-centered culture, so it’s critical that you genuinely care about your prospects. That will come through in your conversations with them and how much they feel heard, which will build trust and close more deals.”

It’s tempting to want to fill silences, or to keep the conversation moving forward to get closer to the sale. But listening more leads to better numbers. “In most circumstances, talking less will result in greater sales,” says Matthew Paxton, founder and owner of Hypernia, a review site for gaming equipment. “The best salespeople are those who understand how to differentiate and demonstrate value based on the prospect’s actual needs rather than those who just talk at them. That will differentiate you from the competition.”

2. Focus on prospects’ needs.

First find out what their specific pain point is, and then you can pitch your product as a solution to that challenge. “Don’t try to solve a problem that’s not theirs,” says Cortesia Oxford, web designer and e-commerce strategist at web design firm The Branding Architect. “You have to connect the dots between your product and their business. Otherwise, they may end up walking away because they don’t see the value. The solution has to be in line with achieving their goals.”

Sometimes, the client can get stuck on how they’ve always done things. Make sure your creative sales pitch is unique and doesn’t sound like your competitors. “Position yourself as the best alternative to the status quo,” says Doug Pierce, CMO at SigmaComputing, a cloud-based business intelligence and analytics software platform. “You want to capture and retain their interest. Make them feel differently about what they’re accustomed to. That’ll make you memorable. Leaving a lasting, positive impression is the key to standing out in a crowded marketplace and securing consistent conversions.”

69%
of buyers want a salesperson who listens to their needs.

(HubSpot)

3. Tell a story.

Don’t just talk about features and specs of a product line. After listening closely to the challenge prospects want addressed, tell pertinent stories about the items that show how they can help with a solution. “Use relevant anecdotes from past successful projects,” says Tanner Arnold, president & CEO of buy-and-sell site Revelation Machinery. “It gives you credibility while showing how your product can be a solution for them, and you’ll develop a stronger relationship.” That’s important in a crowded marketplace. “Everyone is saying a version of the same thing,” says Beau Pent, head of sales at HR software company GoCo. “All salespeople say they’re better than the rest.”

During a call, bring success stories, case studies and even white papers on the value that a particular type of product can offer, says Joanne King, executive director of the Institute of Contemporary Music Performance in London. “You can also draw their attention to podcasts and posts you’ve contributed to that establish you as a thought leader rather than just a vendor,” she adds. “When customers see you as a market specialist, they’ll seek you out. You’re no longer a pushy salesperson; you’re an expert that offers value to them.”

4. Be reliable and honest.

Don’t push the sale if it’s not a good fit for the prospect, and definitely don’t trick them into buying. A successful sale increases the lifetime value of the customer, deepens the relationship and encourages loyalty. “There are so many stories and testimonials of people who have been scammed or sold something they don’t need,” says Oxford. “Their needs are more important than just selling a random product or service. That begins a cycle of distrust that could end with losing that customer after one sale along with anyone they might refer.”

Moreover, keep your word during the process to continue building trust. “Every time you fulfill your end of the deal, they’ll know you’re trustworthy,” says Sumit Bansal, founder and CEO of Microsoft Excel training site TrumpExcel. “If you say the proposal will be sent the next day, make sure you send it. If you say you’ll call back in a week, follow through. It doesn’t matter if they forgot what you’d said. When you do what you said you’d do, they know you keep your word. That will differentiate you from your competitors.”