One of the hardest questions to answer is “Why should I choose you?” Business owners face this question every time a customer comes in or they meet with a prospect and discuss the possibility of working together. The question may not be overtly asked by the prospect, but it is there in the background, waiting to be asked.

Why should I choose you asks for something that is essential for a business owner to have: Proof that s/he can follow through on what s/he is promising. That proof is what tells a prospect that the business owner can provide a guaranteed result that makes a difference in the life/business of the prospect.

Most business owners face the hard reality that there are other people out there that offer similar services to what they offer. What makes a difference is the rapport the business owner has with a prospect and the ability to prove the results. This, incidentally, is why it can be so useful to have a book of testimonials on hand. The proof is shown when you can point to someone else and say: “This person had the following to say about my work.”

Why should I choose you is a question that asks that you give an answer that demonstrates the value and benefit of your business. If you can’t answer the question, it will be very hard for you to get business from anyone. Genuine trust is built in part on demonstration of your ability to make a significant difference with the service or product you offer.