That’s the thought going through the buyer’s mind, whether you’re making the presentation or closing the deal. He’s not asking why he should buy your service or product. He can buy that from anyone. He wants to know what you bring to the table.
You could have acquired that answer on your very first interview with the prospect and saved it to clinch the deal. An effective question for me to ask the client on the first appointment is, “Why am I here?” The customer is so surprised by the straight-forwardness of the question that he’ll blurt out why he’s unhappy with his current vendor, service, or product and then proceed to tell me exactly what he’s looking for in both me and the service.
When we get to crunch time and he asks, “Why should I buy from you?” I repeat back his own words – the answer – he gave me the first day.