16. Solution ≠ Product. Speak to their pain by presenting solutions to problems.
Lazy sales people let themselves fall into the habit of presenting their product with the same generic pitch every time. This inevitably leads to rattling off a list of features and capabilities that could have easily been read from a brochure the prospect lifted off your website. Instead of focusing on a specific issue, this is a shotgun strategy: Throw everything out there at once and you’ll probably hit something.
Diligent sales people realize that generic pitches get generic results. They listen to the prospect’s (rule 14) answers to open ended questions (rule 15) to determine the core set of problems/needs, and they direct sniper-like focus on how their product can be a viable solution to these specific issues. Note: Snipers don’t use shotguns.
Don’t waste time losing the prospects interest blabbing on about issues that they don’t find important. Maximize your window of opportunity by committing to a laser focus on the problems the person is trying to solve and the needs they need to fulfill.
17. Note and constantly reference the core selling points.
Executing on rule 16 entails constantly reminding the prospect why you are having a conversation in the first place. Keep banging away at how you can solve their problems until they feel obligated to make the purchase in order to satisfy their own stated demands.
If the prospect told you they want to save money, forget the bells and whistles and focus on saving them money. If they complain about their last vendor’s poor customer service, stress your organization’s commitment to customer satisfaction. If they tell you they want more bang for their buck with latest technology, now it’s time to focus on the innovative functionality of what you have to offer.
Listen to the clues on what this person wants to buy and how. Make note of these clues for future reference. And remind them of how you solve their problems. It’s not complicated. It just takes discipline.
18. Use examples to explain benefits.
Turn the hypothetical and boring into the relevant and exciting by driving a point home with real-life examples. This means using the names, figures and circumstances previously mentioned in your dialog to illustrate the benefit of what you have to offer. Nothing helps build the ‘ah-ha’ moment of understanding like hearing their story played the way they’d like to hear it.
Instead of ‘saving companies an average of 50% compared with other providers’, ‘save (insert company name) 48% compared with what they are currently paying (insert name of current vendor)’. Instead of making the warehouse manager’s job easier through automation, help Cliff better control inventory by tracking crates of widgets instantly. Every detail helps bring your solution to life.
This person needs to understand that your offering adds value to their unique situation. So don’t be vague. Tell them directly through examples.
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