All too often, sales programs focus on topics like how the product works, how it’s made, the distributor network, special pricing deals, the company history . . . blah blah blah. Essentially, they talk about themselves.
When was the last time that listening to someone talk about themselves moved you to buy anything?
Exactly.
People want to hear about how you’ll help them do their jobs better, make them more money, save them time, or make their bosses or customers happy. They’re not all that interested in what your product is made of, how hard it is for you to make it, or your company’s history They want to know what you can do FOR THEM!! Change your approach and create a sales program that focuses on how you help customers meet their goals and why it works. Be concrete. And answer what they really care about.
Please understand, your “you” points don’t go away. You still need them. They just take a back seat to the user’s needs. Deal with product specs, partner lists, and product guarantees as secondary to the discussion of how you help the prospect.
If you can re-align your selling to emphasize the benefits to the prospect, you’ll shorten your sales cycle, increase sales revenue, and build customer excitement. After all, once customers have experienced how your solution helped them, they’ll be tweeting and texting and talking you up all over the place.