The Secret to Sales Success: It’s not about you!!!

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.

Which is more attractive?

Which do you think is more attractive?


A few years ago I was working on a project with a major Funeral Services company, where I was designing a couple of training programs for their Advanced Planning Professionals.

These are the folks that sell Advanced Funeral Plans.  

Talk about having an ugly service to sell. I took the gig, because I figured that if I can make that sexy, I could make anything sexy.

They were struggling and one of the reasons was that they were focusing on selling features and not benefits.



One of the things I told them to do; was to stop selling caskets and stop selling urns… because folks just don’t want to talk about those things until they absolutely have to. swers to both of these questions is “Yes”.

Instead talk about how there are 67 things they need to do within 24 hours of having a loved one passing away,they don’t know what the list is, and it’s the worst day of their life.

If we could take some of that pain and stress away from their family on that day… is that something you think they would be willing to talk about? Also, since most funerals are payable upon delivery and since the average cost is around $10,000, if they could take away some of that financial stress from their family, again on the worst day of their life, is that something you think they would be willing to talk about.
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When you focus on what benefits they will receive and how it will help them personally, that is what makes your products sexy, not the features. Sure you need to features to back up your benefit claims, but you will not sell much when you only tell the features.

Because if they ask them whether their customer wants a wood one or a metal one and then add that when they throw 6 feet of dirt on top of it, the metal one will just dint, but the wood one will break in half. They will have their customers running for the hills, because that conversation is just not attractive.


You don’t sell this way? Do you?

A few years ago, I was shopping for a new vehicle, when I was approached by the sales consultant who I call “Zack the Hack”.

After identifying which vehicle I was interested (the one I was looking at) Zack proceeded to tell me all the features of the vehicle. He told me some things I knew about, a lot of things I didn’t know about and even some  frankly, I didn’t care about. 

Do you think he got the sale?

If you said no, you are correct.

Why not?

What did Zach do wrong?

Was it:

  1. Because he focused on the car, not me and my needs
  2. Because he didn’t ask any (or enough) questons to determine my needs
  3. Because he went straight to the presentation
  4. Because he told me the features of the car, instead of selling me the benefits of the car
  5. All of the above

 If you answered “5. All of the above” , give yourself a gold star and pat on the back.

When you are selling anything you need to focus on the customer and their needs, determine if your product or service will satisfy those needs and then effectively present your product’s benefits and features in a way linking them to your customer’s needs.

Unfortunately, Zack did none of that. And the result was NO SALE.