He rolled his eyes and thought, “Here we go again.” And as the salesperson droned on and on about his company’s history and about how great his products are.
Here is a tip for all salespeople (and we are all salespeople, selling something) that will dramatically increase your chances of making the sale.
“It’s not about you.”
Your customer doesn’t care whether you have the best product on the market with the most wizbangs and doo hickeys (both technical terms). And they could care less that your company has been in business for 80 gazillion years and that your founder started the company out of dirt and determination.
But what your customer does care about is how those wizbangs and doo hickeys are going to help him do his job better, easier, more efficient and effective.
In short, “Your customer’s don’t care about you or your products, unless you can convey to them how it will help their company and them personally.”
So next time you are in front of a customer and are tempted to spew all kinds of features and company history on them. STOP!!!
Stop and think of how they will benefit from what you have to offer and speak to them in that kind of language. Because that kind of language is music to their ears and will lead to dollars in your pocket.