Yes, you read that right. To sell more, do NOT tell prospects what you do.
It’s not that it isn’t important. It’s just that what you do is not really what prospects care about.
Prospects really want to know what you’ll do for them! They want to know how your product is going to make their lives better.
This is the “customer-centric” approach to stronger B2B sales success. Being customer-centric means you get inside the minds of those who would use your product and learn what it’s like for them in their day-to-day work lives. You strive to understand the challenges they face, the strains and demands placed upon them by their workloads, what they’d like the product to solve for them, and why.
By applying this key user insight to your strategic thinking, you can identify the core sales messages that will resonate most deeply with prospects and understand which media will be most effective in communicating with them.
You can then work your prospects’ “Reasons why I will care about what you have to offer” into your conversations, your emails, your sales presentations, your content and sales collateral, your social media, and more. Continually reinforcing how your prospect will prosper is the key to closing more sales and doing so more quickly.
So, give up the “me-centric” approach – talking about yourself, your product, your equipment, your certifications, and your company history.
Start talking about WHAT YOUR CLIENTS ACHIEVE when working with you or using your product. Explain from their perspective the success or improvement they’ll experience.
SELL THE RESULTS, not the process. Tell the prospects how their lives will be better by using your product, service, or system. Tell them how great THEY will be if they work with your solution.
Be “user centric” in your messages. Everything you say, do, write, build . . . it should all reflect how it helps the prospect/customer.
Remember, in any conversation between seller and prospect, it’s all about the prospect and what he/she will gain. So, stop talking about yourself and watch your sales success increase!
P.S. Eventually you can, of course, tell prospects what you do and how you do it. They will indeed want to know. Just try not to “lead” with it when you begin your dialog!